Play-Doh nose how to make dough off nostalgia.
Play-Doh is trying to trademark its scent of childhood innocence.
Hasbro filed to trademark its putty’s beloved fragrance with the U.S. Patent and Trademark Office in February, describing its signature smell 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.”
Hasbro, Inc. wants to trademark the smell of Play-Doh. Here’s how they officially describe it. pic.twitter.com/DVKg59bbkg
— Avery Gilbert (@scienceofscent) February 24, 2017
How fancy. We thought we sniffed doughy yeast with a sweet hint crayons, but we’ll buy it.
“Hasbro’s Play-Doh scent is one of the best-known, most unique and instantly recognizable scent trademarks in the world, and has been serving as a trademark for decades,” said Catherine M.C. Farrelly of Frankfurt Kurnit Klein & Selz PC, the lawyer that filed Hasbro’s application, to Law360.
Nostalgic noses have been so enamored with that distinctive eau de Play-Doh, in fact, that the brand also bottled its whimsical scent in a perfume in partnership with the Demeter Fragrance Library for the toy’s 50th anniversary in 2008. Those who want to smell young at heart can buy a bottle of “that fresh, just-out-of-the-can, eau de Play-Doh aroma” for between $39.50 online.
People can’t keep their hands off the playful putty. Hasbro sells about 500 million cans of Play-Doh a year, the Wall Street Journal recently reported.
And Play-Doh will also be put together in America again – for the first time in 14 years – when a new Massachusetts factory opens next year.
© 2017 Dow Jones & Company, Inc. All Rights Reserved