Hasbro trademarks Play-Doh scent

by TnP Staff
Published: 21 May 2018, 10:32
Quick Link: www.toysnplaythings.co.uk/qap56

US patent for the signature scent described as a sweet, slightly musky, vanilla-like fragrance

Hasbro has patented the distinctive scent of its Play-Doh modelling compound. 

The trademarked scent, now officially recognised by the United States Patent and Trademark Office as a registered trademark of the brand, has been described by the toymaker 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.

“The scent of Play-Doh compound has always been synonymous with childhood and fun,” said Jonathan Berkowitz, SVP 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.”

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 recognisable 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.