Eau De Play-Doh: trademarking that signature scent

What does Play-Doh smell like? Finally! A trademark application has the description.

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.

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