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