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Hasbro officially trademarks Play-Doh smell

By Ben Hooper
Hasbro officially trademarks Play-Doh smell
Toy maker Hasbro said the U.S. Patent and Trademark office has officially recognized the smell of Play-Doh as a registered trademark of the brand. Photo by JoaoCachapa/Pixabay.com

May 18 (UPI) -- Toy maker Hasbro announced it has trademarked one of the most recognizable aspects of one of its most iconic products: the smell of Play-Doh.

The Pawtucket, R.I., company announced Friday that the U.S. Patent and Trademark Office has officially recognized the distinctive Play-Doh smell as a registered trademark of the brand, which first hit stores in 1956.

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The odor is described by Hasbro as 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, 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."

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