The nostalgia-inducing smell of PLAY-DOH compound becomes one of few
active scent trademarks in the U.S.
PAWTUCKET, R.I.--(BUSINESS WIRE)--May 18, 2018--
Today, Hasbro (NASDAQ: HAS) announces that the iconic PLAY-DOH scent,
known and loved by fans around the world, is officially recognized by
the United States Patent and Trademark Office as a registered trademark
of the brand. The trademarked scent, which Hasbro formally describes 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, makes the PLAY-DOH
brand one of the few active and certainly most famous scent trademarks
in the country.
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 recognizable 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.
“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.”
Join Hasbro in celebrating the PLAY-DOH brand’s newly registered scent
by sharing which favorite childhood memories the smell of PLAY-DOH
evokes for you using #PLAYDOHSCENT and be part of the conversation on
Instagram (@PLAYDOH) and Facebook (Facebook.com/PLAYDOH). To learn more
about the PLAY-DOH brand, visit www.PLAYDOH.com.
HAS-B
About Hasbro
Hasbro (NASDAQ:
HAS) is a global play and entertainment company committed to Creating
the World's Best Play Experiences. From toys and games to
television, movies, digital gaming and consumer products, Hasbro offers
a variety of ways for audiences to experience its iconic brands,
including NERF, MY LITTLE PONY, TRANSFORMERS, PLAY-DOH, MONOPOLY, BABY
ALIVE and MAGIC: THE GATHERING, as well as premier partner brands.
Through its entertainment labels, Allspark Pictures and Allspark
Animation, the Company is building its brands globally through great
storytelling and content on all screens. Hasbro is committed to making
the world a better place for children and their families through
corporate social responsibility and philanthropy. Hasbro ranked No. 5 on
the 2018 100 Best Corporate Citizens list by CR Magazine,
and has been named one of the World’s Most Ethical Companies® by Ethisphere
Institute for the past seven years. Learn more at www.hasbro.com,
and follow us on Twitter (@Hasbro & @HasbroNews)
and Instagram (@Hasbro).
View source version on businesswire.com: https://www.businesswire.com/news/home/20180518005326/en/
Source: Hasbro
Hasbro
Jen DeAngelis, 401-727-6833
jen.deangelis@hasbro.com
