Last week, toy maker Hasbro, Inc. received a Trademark for an unusual element. A trademark is typically a name, word, phrase, logo, symbol, design, image, or a combination of these elements. However, there are a range of nonconventional trademarks such as those based on color, sound, or in this case, smell. That distinct PLAY-DOH scent, a popular and well known smell among all childhood memories, has been officially recognized by the United States Patent and Trademark Office as a registered trademark (No. 5467089). 

Scent trademarks are pretty far and few between as Mental Floss revealed in a search that there were only 10 other active registered scent marks on the USPTO. The first ever U.S. registered scent mark was in 1990 for a plumeria blossom-scented embroidery thread. OSEWEZ, a California company, was able to obtain the distinction after arguing for it in front of the Trademark Trial and Appeal Board, opening the door to future scent trademarks.

But how does one trademark a smell? Simply put, you must be able to create a description for the smell and then a sample must be provided for an official government smell test by an examiner. According to The Wall Street Journal, “In the U.S., you have to show that a fragrance serves no important practical function other than to help identify and distinguish a brand.” This means that a product whose purpose is only smell-related—like perfume or air fresheners—cannot receive the protection of a scent trademark.

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.”

The distinctive smell has consistently served as a hallmark of the brand Since PLAY-DOH’s inception in 1956. 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.

Now, one of the most recognizable aspects of PLAY-DOH, it’s nostalgia-inducing smell, is one of the few active successful scent trademarks in the United States.