Eau De Play-Doh: trademarking that signature scent
The smell of Play-Doh is so distinct that toy maker Hasbro, Inc. wants it protected.
As Law 360 first reported, the company applied to register Play-Doh's scent as a trademark with the U.S. Patent and Trademark Office.
Trademark application 87335817, filed Feb. 14, holds a description that's difficult to articulate.
In the application, the Play-Doh scent is described as follows:
"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."
Slight overtones of cherry and a hint of musk and vanilla? So that's what it is!
Hasbro's application has been assigned to an examining attorney, an early step in what could be a long and difficult process.
As Law 360 reports, trademarking a scent is so challenging that just dozen of the millions of trademarks approved belong to scents.
We'll keep watch to see if the Play-Doh scent breaks the mold.