Anandashankar Mazumdar, Bloomberg Law; Play-Doh Scent Registration May Serve As Trademark Model
"Trademark attorneys usually handle registrations online. But the
lawyer for toy maker Hasbro Inc. faced a problem that no computer could
solve.
Lawyer Catherine M.C. Farrelly was trying to get a
trademark registration for the iconic scent of Play-Doh, the modeling
compound that has been sold as a children’s toy since 1956. The Patent
and Trademark Office requires a specimen of any trademark, so the scent
had to be sent. Farrelly, of Frankfurt, Kurnit, Klein & Selz PC, New
York, told Bloomberg Law that she sent the application in February 2017
with a note that a box of Play-Doh was on its way by overnight
delivery.
Hasbro Inc.’s success in getting a trademark
registration in May 2018 for the smell of Play-Doh might serve as a
model for lawyers tasked with securing aroma-related trademarks,
trademark lawyers told Bloomberg Law."
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