Toy giant Hasbro is trying to trademark the smell of Play-Doh
"While it is rare for smells to be successfully trademarked in the US, it is not unheard of. According to Mr Curtis, the first was a flowery scent used on yarn, registered in 1990.
Mr Curtis added that it is near impossible to trademark smells in the UK and EU, due to the difficulty of proving members of the public share recognition of a particular scent.
“What is a smell? How do you describe it? A smell is subtly different to different people,” he said."
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