Hasbro succeeded in registering the smell of children Play-Doh
in the United States. This information become publicly known just
after the US Patent and Trademark Office officially confirmed
registration of the smell as a trademark.
What is the new trademark smell like? The owner describes it as
a unique vanilla, slightly musky scent with slight overtones of
cherry and the natural smell of a salted wheat-based dough.
The Play-Doh aroma is one of 13 smell trademarks registered in
the USA, including inter alia a strawberry tooth paste smell and
piñacolada-scented ukulele.
Registration of a smell as a trademark in the United States is
hedged about with numerous requirements, but it is still possible.
Smells that fulfill a utility function are not allowed for
registration, for example a perfume smell or an air refreshing
agent smell. A person who seeks protection for a smell trademark
has to evidence that the consumers strongly associate the smell
with a specific
