Smells like child spirit06 giugno 2018 -
Di Federica Pezza
It’s not Thursday anymore but it’s again time for a throwback.
Do you remember that colourful, weirdly smelling compound you kept using when you were a lovely child?
I am sure, you do – as your mother certainly does. Everyone has an artistic phase in their childhood and, generally, this is all about Play-Doh.
But time flies and soon you realize you are not made for the art business and become an accountant or, even worse, a lawyer…
Still, Play-Doh is there. It has been there since the1930s apparently and, I must admit, it is in quite good shape.
Well done to Hasbro’s founder and marketing team, indeed. But there is more behind the results and, surprisingly enough, it is all about law. And in fact, recently, the Hasbro company succeeded in obtaining a registration in, guess what, the “dough distinctive smell”.
Not the word, nor the colour or the package even – it’s so 2017 apparently. No, this registration is all about the smell of the Play Doh, which is described 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.”
Disgusting, isn’t it? Yes, but still it is a registered trademark.
And in fact, as pointed out by Hasbro’s senior vice president “The scent of Play-Doh compound has always been synonymous with childhood and fun”. In other words: goodbye Mr Proust, Play-Doh is the new madeleine!
This is an unexpected success for Hasbro lawyers, considering that, at present, there are not many scent marks recognised by the US Patent and Trademark Office (USPTO). And in fact, following the Guidelines of the Office, for this purpose one has to demonstrate that “a fragrance serves no important practical function other than to help identify and distinguish a brand”.
Still, despite the difficulties, in the course of the years there have been a number of scent marks registered in the US, ranging from bubble gum scents for sandals to pina colada scent to coat ukulele (more details available at the following link http://mentalfloss.com/article/69760/10-scent-trademarks-currently-recognized-us-patent-office).
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