Intellectual Property
May 4, 2021
Consideration of non-traditional trademarks in branding strategy
Many are surprised to learn that a scent can be a trademark.
Dariush Adli
President
ADLI Law Group
444 S Flower St
Los Angeles , CA 90071
Email: adli@adlilaw.com
Univ of Michigan Law Sch; Ann Arbor MI
Many are surprised to learn that a scent can be a trademark. For example, toy and board game company Hasbro has registered the "Play-Dough" scent mark, which it described as "a sweet, slightly musky, vanilla fragrance, with slight overtones of cherry, combined with the smell of a salted, wheat-based dough." The Play-Dough scent mark is one about a dozen active scent mark registrations in the U.S. Patent and Trademark Office. Other registered scent marks include bubble...
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