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Registering scent trade marks – not to be sniffed at?

Natalie Rahhal, New York


Hasbro is trying to register a US trade mark for the smell of Play-Doh, despite only a few scent marks being registered at the USPTO. Natalie Rahhal asks why a company would seek this type of mark and what the process is for getting one

Play-Doh 300If someone says “Play-Doh,” to you, what comes immediately to mind? Its pliable texture? The yellow containers with lids the colors of the rainbows?

Or is it all about that mysterious, nostalgic Play-Doh smell?

The iconic modelling clay’s maker, Hasbro,...


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