Smell the sweet fragrance of Play-Doh? US smell TM granted

Unusual trade marks such as smells have been much disputed in the UK and EU, with many of the latest attempts failing.

However, it seems across the pond, they are not as against protecting a smell as a trade mark. The latest success is certainly something you would not expect.

It is a smell that undoubtedly will take you right back to your childhood.

Hasbro, the toy company, has successfully registered the smell of Play Doh as a trade mark at the US Patent and Trade Mark Office.

Becoming only one of 13 active registrations in the US for smell trade marks, it seems that scent of our childhood is set to stay.

From it’s first outing into home across the world in 1956, the scent and the product has hardly changed, only the compound of clay being amended.

With its success in the Trade Mark Office, it is a wonder if Hasbro will bring back the Play Doh perfume for all Doh lovers to enjoy.

If you would like more information on how to protect your brand as a trade mark, please contact The Trademarkroom team today.

By Ellis Sweetenham