Hasbro Trademarks the Scent of Play-Doh

In class, we discuss trademark and trade dress.  Ever open a can of Play-Doh and smell that distinct scent?  Well, now Hasbro has trademarked that scent.

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