An absolutely fascinating free read: How Hasbro's struggle to trademark Play-Doh's iconic scent may pave the way for other unconventional trademarks: http://on.bna.com/F6dT30kA9QJ pic.twitter.com/1J2S09S5pm
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But Play-Doh is different, and Hasbro was in a unique position with both 1) decades of data that the smell is iconic, and 2) ample evidence it had no bearing on the product's function. An overnighted box of Play-Doh later, here they are.
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