The US Patent and Trademark Office (USPTO) has granted US multinational toy company Hasbro a trademark for the scent of Play-Doh. According to Hasbro, its mark is 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”. Hasbro became the owner of Play-Doh in 1991 and filed its scent mark at the USPTO in February last year. Last year, the majority of WIPR readers (70%) answering a survey question believed that the mark should be granted given its acquired distinctiveness.
Jonathan Berkowitz, senior vice president of global marketing for the Play-Doh brand, said: “The scent of Play-Doh compound has always been synonymous with childhood and fun. Hasbro announced the registration on May 18.?

Source: WIPR