The iconic Play-Doh scent now bears an official trademark. That’s correct, Hasbro has been awarded official recognition from the United States Patent and Trademark Office for the smell of its popular arts and craft brand. The trademarked scent – described by Hasbro as a unique combination of sweet, slightly musky, vanilla-like fragrance with slight overtones of cherry and the natural smell of a slated, wheat-based dough – is one of the few active scent trademarks in the country. Since the Play-Doh brand’s inception in 1956, the distinctive smell has consistently served as a hallmark of the brand, becoming increasingly recognisable among children and parents over the course of six decades. Throughout its history, the recipe for Play-Doh compound has remained largely unchanged, ensuring the scent fans smell when opening a can of Play-Doh compound, is the same scent many grew up with. “The scent of Play-Doh compound has always been synonymous with childhood fun,” said Jonathan Berkowitz, senior vice president of global marketing for the Play-Doh brand. “By officially trademarking the iconic scent, we are able to protect an invaluable point of connection between the brand and fans for years to come.” Hasbro is celebrating the Trademark with a #playdohscent social media campaign in which it asks fans to share the memories the smell of Play-Doh brings to them.
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