Hasbro has announced that it has trademarked the scent of Play-Doh. The nostalgia-inducing smell of Play-Doh has become one of the few active scent trademarks in the United States. A news release was posted on the Hasbro website on May 18, 2018.
Today, Hasbro announces that the iconic Play-Doh scent, known and loved by fans around the world, is officially recognized by the United States Patent and Trademark Office as a registered trademark of the brand. The trademarked scent, which Hasbro formally describes 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, makes the Play-Doh brand one of the few active and certainly most famous scent trademarks in the country.
The news release points out that the Play-Doh brand started in 1956, and that the brand and the Play-Doh scent have become increasingly recognizable among children, parents, and grandparents. The “recipe” for the Play-Doh compound has remained largely unchanged, ensuring that when a container is opened, it has the same scent that many people grew up with.
Hasbro is asking fans of Play-Doh to celebrate its newly registered scent by sharing which favorite childhood memories the smell of Play-Doh evokes for them. Hasbro would like people to use #PLAYDOHSCENT and to be part of the conversation on their Instagram and Facebook.