Play-Doh, nontraditional trademarks and the odor of success

I was recently asked to prepare an analysis of Play-Doh’s application to register the smell of Play-Doh as a trademark, and, as I do all too often, I agreed.  It was published in the August 29, 2018 edition of Westlaw Journal Intellectual Property and, with the permission of Thomson Reuters, is available here, too, at this link.

Click the pic for more great Play-Doh branding and packaging images from a website called “Imaginary World

Spoiler:  Play-Doh stinks, and all Baby Boomers know it.  That’s why it’s a great example of a legitimate nontraditional trademark.

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