Title : Play-Doh moves one step closer to total world domination: Play-Doh's famous smell is fit for a prince
Play-Doh moves one step closer to total world domination: Play-Doh's famous smell is fit for a prince
Article business, Play-Doh moves one step closer to total world domination: Play-Doh's famous smell is fit for a prince.Image: REX/ShutterstockBy Marcus Gilmer2017-03-06 16:36:35 UTC Remember Play-Doh, the playful putty that, as a child, you either ate or ground into the carpet while squishing it into various shapes? (Full disclosure: we stillplay with it here at Mashable. Don't judge.) Well, Play-Doh's not just for fun anymore. It's grown up and started hanging out with lawyers. In February, Hasbro, Inc., the toy giant that owns the putty, filed paperwork to trademark the product's smell. It's a rare but not unheard of filing related to scents—as Law 360 notes, there have been about a dozen or so such filings since 1990. How does the company describe that nostalgic childhood smell so beloved it's also a perfume? Well, according to the filing, it's "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." Sounds like a hell of a beer waiting to happen. According to Frankfurt Kurnit Klein & Selz PC, the law firm behind the Hasbro filing, the company already has "legally enforceable common law trademark rights" but the federal trademark will provide added benefits—like strengthening the ability to enforce against those who infringe upon the trademark. (Is anyone out there creating something that smells like Play-Doh that isn't Play-Doh? Watch out.) The firm heralded the scent, saying, "Hasbro’s Play-Doh scent is one of the best-known, most unique and instantly recognizable scent trademarks in the world, and it has developed an enormous amount of goodwill with consumers since it was first used in 1955." In addition, the product will soon be made on American soil for the first time in more than a decade, meaning even more Play-Doh. The company is adding production at a plant in East Longmeadow, MA. The move is not in response to President Trump's push for companies to up domestic production, says Hasbro CEO Brian Goldner. “We’re not replacing volume, we’re adding volume,” Goldner said, per the Wall Street Journal. Hasbro sells around 500 million cans of Play-Doh a year, according to the Journal, and they all have that special scent from a simpler time, before smells were trademarked and lawyers went on about overtones of cherry. Stock up now, while you're thinking about it—there's a carpet near you that needs some putty squished in it, stat. (Why?) http://dlvr.it/NYQY4g
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