Hasbro patents the scent of Play-Doh

Published: May. 22, 2018 at 12:16 AM CDT
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Hasbro (NASDAQ: HAS) 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

Since the PLAY-DOH brand’s inception in 1956, the distinctive smell has consistently served as a hallmark of the brand, and after more than six decades providing children with a source of imaginative and creative play, the scent has become increasingly recognizable among children, parents and grandparents alike. 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 and now enjoy alongside their own children or grandchildren.

“The scent of PLAY-DOH compound has always been synonymous with childhood and 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.”

Join Hasbro in celebrating the PLAY-DOH brand’s newly registered scent by sharing which favorite childhood memories the smell of PLAY-DOH evokes for you using #PLAYDOHSCENT and be part of the conversation on Instagram (@PLAYDOH) and Facebook (Facebook.com/PLAYDOH). To learn more about the PLAY-DOH brand, visit www.PLAYDOH.com.