Hasbro just trademarked the smell of Play-Doh

People have tried to trademark a lot of weird stuff over the years, from celebratory poses to the Tarzan yell to, literally, the word “cocky.” So it’s actually kind of surprising that it took Hasbro 27 years of owning the Play-Doh brand before the company attempted to corner the market on that weird, yeasty, almost-food smell that has compelled generations of children to tentatively lick their (non-toxic!) mush toy over the years. That’s right: the smell of Play-Doh is now trademarked.

Per Gizmodo, in order to lock down the Play-Doh scent profile — which has existed in some form or another since the product debuted at an education fair in 1956 — Hasbro first had to define it. Now we know that that doughy smell has a little extra…

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