A trademark may be any word, design, shape, sound or even a smell that serves to distinguish the products or services of one provider from those of another provider.  In connection with the notion that a “smell” can serve as a trademark, on February 14, 2017, Hasbro, Inc. submitted a US trademark application (87/335,817) to protect, as a Trademark, what it calls the non-visual Play-Doh scent mark in the United States. The trademark application lists the goods as toy modeling compounds and describes Play-Doh’s smell as a unique scent that combines a sweet, slightly musky, vanilla-like fragrance with slight overtones of cherry and the natural smell of a salted, wheat-based dough. Hasbro has previously partnered with other companies to develop products using the Play-Doh scent, including a perfume company. The fragrance triggers memories of childhood, a positive experience for most people. Stay tuned for further progress on this matter.