[Photo by: Play-Doh/Facebook]
Growing up and playing with Hasbro’s Play-Doh, you might recall how annoying it was getting your colors mixed up, or more accurately, the smell of it, and now, the company has managed to trademark its signature scent.
Hasbro, the company behind the mushy, colorful modeling toy, has officially trademarked the smell through the United States Patent And Trademark Office, something that we’re honestly surprised took the company over 20 years to do.
In a press release from the company, Jonathan Berkowitz, senior vice president of Global Marketing for the Play-Doh brand, shared the news, saying:
“The scent of Play-Doh compound has always been synonymous with childhood and fun,” Berkowitz says. “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.”
The brand announced the decision on Friday via Twitter:
The iconic scent of Play-Doh is now an officially registered trademark. Help us celebrate by sharing your favorite memories using #Playdohscent – we’d love your “two scents.” https://t.co/IbUuD2AuQM pic.twitter.com/2bdbMduenB
— Hasbro (@HasbroNews) May 18, 2018
The new active scent trademark is something that is one of the few the U.S. has, and the company described the scent as a “combination of a sweet, slightly musky, vanilla-like fragrance, with slight overtones of cherry, and the natural smell of a salted, wheat-based dough.”
Play-Doh has been around since 1956, meaning that the distinct smell has served to be a symbol of the brand for more than six decades.
What’s your “two scents” on the smell of Play-Doh getting trademarked? Sound off in the comments below!