The smell of Play-Doh

The smell of Play-DohToy giant Hasbro is trying to trademark the smell of Play-Doh. Just so you know.

If you have ever played with Play-Doh clay as a kid, you might remember it smelling so nice you wanted to eat it.

Hasbro, manufacturer of Play-Doh has recognised the distinct and recognisable smell as a brand asset. Last month, the toy giant submitted an application to trademark the distinctive scent of Play-Doh in the US.

It describes Play-Doh’s particular smell as “a unique scent formed through the combination of a sweet, slightly musky, vanilla-like fragrance, with slight overtones of cherry, and the natural smell of a salted, wheat-based dough”. A container of Play-Doh was sent to the USPTO as part of the application process.

While it is rare for smells to be successfully trademarked in the US, it is not unheard of. One of the first was a flowery scent used on yarn, registered in 1990.

Erwin Hauër

“Hope is not a strategy.”

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