FACTS:
What is a Trademark? The Lanham Act, 15 U.S.C. 1051 et seq., was enacted by Congress in 1946. The Act provides for a national system of trademark registration and protects the owner of a federally registered mark against the use of similar marks if such use is likely to result in consumer confusion, or if the dilution of a famous mark is likely to occur. Two basic requirements must be met for a mark to be eligible for trademark protection: it must be in use in commerce and it must be distinctive. [1] Having this definition of the trademark law in mind let us look at the Hasbro Play-Doh case. Hasbro, a major toy manufacturer, in 2017 applied to register its very distinctive and specific scent of its iconic and most popular Play-Doh compound as a trademark. The company argued that its product throughout the years has become very well-known and that its smell could be easily recognized by its customers. Now, what is interesting about this case is that the company wanted to register a SCENT, which in the trademark world is very difficult to accomplish. In order for a company to register a scent under The Lanham Act, they must showcase that 1) the scent functions as a source identifier 2) the scent is non-functional and 3) the scent has to be distinctive, either inherently or through acquired distinctiveness (also known as “secondary meaning”). Many companies in Court failed to meet these conditions, however Play-Doh was not one of them. Let us now dive into the facts on how Play-Doh managed to trademark its iconic scent.
ISSUE:
Can a scent – specifically, the smell of Play-Doh – be registered as a trademark under U.S. Law?
RULES:
- Under The Lanham Act Non-Traditional Trademarks are allowed: Interesting facts about the U.S. trademark law is that not only logos and words can be trademarked, but also colors, sounds and scents can be trademarked but ONLY if they function as a source identifier.
- Scent Trademark Must Be Distinctive: In the Hasbro’s case they had to prove that the scent of their Play-Doh is recognised by their consumers as a way to identify the product and that the sent was not essential to its function
- Functionality Doctrine: If the Play-Doh has a functional feature, then it cannot be trademarked. If the scent of the Play-Doh serves a practical purpose, for instance masking an odor, then it cannot be trademarked.
- Evidence of Acquired Distinctiveness: Hasbro has to prove “acquired distinctiveness”, meaning that they have to prove that the consumers over time have come to associate the scent with the Play-Doh
ANALYSIS:
In this case the biggest challenge for Hasbro was to prove that the scent of the Play-Doh was non-functional and distinctive. Hasbro needed to prove that the scent had acquired secondary meaning. In other words, they had to prove that the Play-Doh scent met the requirements set forth in the Lanham Act for non-traditional trademarks. Specifically, Hasbro needed to demonstrate that the scent functioned as a source identifier, was non-functional, and had an acquired distinctiveness.
Non- Functionality:
A primary barrier to scent trademarks is the functionality doctrine, which prohibits registration of features essential to a product’s use or purpose. Hasbro successfully proved that the Play-Doh scent was not functional. In the case he argued that the scent of the Play-Doh was not used to mask any unpleasant odors or to contribute in any particular way to the product’s operation. Instead, the scent only served a brand identifier role in order to evoke brand recognition to their consumers, which aligns with the legal requirements for non-traditional trademark protection under U.S. law.
Acquired Distinctiveness:
Hasbro’s ability to prove acquired distinctiveness – or secondary meaning – was crucial for this case. Hasbro showcased that the Play-Doh scent had been used consistently since 1955, which made the scent easily recognizable and closely associated in the minds of the consumers. In order to support these claims, Hasbro submitted scent samples of the Play-Doh to the United States Patent and Trademark Office (USPTO), along with consumer recognition data and brand history.
Statements from Hasbro’s marketing executives reinforced the arguments. Jonathan Berkowitz, senior vice president of Global Marketing for the Play-Doh brand said “[t]he scent of Play-Doh compound has always been synonymous with childhood and fun. By officially trademarking the iconic scent, we are able to protect an invaluable point of connection between the brand and fans for years to come”. This statement, underlined the emotional and nostalgic link consumers had with the Play-Doh smell. Moreover, Hasbro’s collaboration with Demeter Fragrance Library perfume further emphasized the scent’s iconic status and its role in brand identity. [2]
Distinctiveness of the Scent:
Hasbro’s description of the scent – “a sweet, slightly musky, vanilla-like fragrance, with slight overtones of cherry and the natural smell of a salted, wheat-based dough” — was very unique and specific, which showcased that the scent was not generic or utilitarian. This distinct nature of the scent, combined with the long-standing and consistent use, helped establish it as a valid subject for trademark protection.
CONCLUSION:
In 2018, after demonstrating distinctiveness, Hasbro successfully registered the scent with USPTO under Trademark Registration No. 5467089.[3] The Play-Doh case is a landmark in the evolution of trademark law, highlighting how companies can protect intangible sensory elements of their products. The case highlights how brand elements beyond visual or auditory identifiers can attain legal recognition, provided they meet the rigorous standards of U.S. trademark law. This decision may serve as a persuasive example for further applicants seeking protection for unconventional brand attributes.
BIBLIOGRAPHY:
- Cornell Law School (2018). Lanham Act. [online] LII / Legal Information Institute. Available at: https://www.law.cornell.edu/wex/lanham_act.
- Hasbro (2018). Hasbro Trademarks a Favorite Smell from Childhood: The PLAY-DOH Scent | Hasbro. [online] Hasbro. Available at: https://newsroom.hasbro.com/news-releases/news-release-details/hasbro-trademarks-favorite-smell-childhood-play-doh-scent.
- Uspto.gov. (2025). Trademark Status & Document Retrieval.
[1] (Cornell Law School, 2018)
[2] (Hasbro, 2018)
[3] (Uspto.gov, 2025)
ČINJENICE:
Šta je žig? Lanhemov zakon (Lanham Act), 15 U.S.C. 1051 i dalje, donesen je od strane Kongresa 1946. godine. Ovaj zakon predviđa nacionalni sistem registracije žigova i štiti vlasnika federalno registrovanog žiga od upotrebe sličnih oznaka ako takva upotreba može dovesti do zabune potrošača ili ako postoji verovatnoća razvodnjavanja poznatog žiga. Da bi neki znak bio podoban za zaštitu žigom, moraju biti ispunjena dva osnovna uslova: mora se koristiti u trgovini i mora biti prepoznatljiv.Imajući ovu definiciju zakona o žigu na umu, pogledajmo slučaj kompanije Hasbro u vezi sa Play-Doh proizvodom. Hasbro, veliki proizvođač igračaka, podneo je 2017. godine zahtev za registraciju veoma specifičnog i prepoznatljivog mirisa svog najpoznatijeg proizvoda – Play-Doh mase – kao žiga. Kompanija je tvrdila da je tokom godina njihov proizvod postao veoma poznat i da kupci lako mogu prepoznati njegov miris.Zanimljivo u ovom slučaju jeste to što je kompanija pokušala da registruje MIRIS, što je u svetu žigova izuzetno teško ostvariti. Da bi neka kompanija registrovala miris prema Lanhemovom zakonu, mora dokazati sledeće:1) da miris funkcioniše kao oznaka porekla (sredstvo identifikacije izvora),2) da miris nije funkcionalan,3) da miris ima prepoznatljivost – inherentnu ili stečenu kroz sekundarno značenje.Mnoge kompanije nisu uspele da ispune ove uslove pred sudom, ali Hasbro nije bio među njima. Hajde da detaljnije pogledamo činjenice koje su omogućile kompaniji Hasbro da zaštiti svoj kultni miris Play-Doh mase kao žig.
PROBLEM:
Da li miris – konkretno miris Play-Doh mase – može biti registrovan kao žig prema zakonima Sjedinjenih Američkih Država?
PRAVILA:
1.Lanhemov zakon dozvoljava netradicionalne žigove
Zanimljiva činjenica o američkom pravu o žigovima jeste da ne mogu biti zaštićeni samo logotipi i reči, već i boje, zvuci i mirisi, ali samo ukoliko funkcionišu kao oznaka porekla.
2. Miris mora biti prepoznatljiv:
U slučaju kompanije Hasbro, moralo se dokazati da potrošači prepoznaju miris Play-Doh mase kao način identifikacije proizvoda i da miris nije suštinski važan za funkciju proizvoda.
3. Doktrina funkcionalnosti:
Ako proizvod sadrži funkcionalnu karakteristiku, ona ne može biti registrovana kao žig. Ako miris Play-Doh mase, na primer, služi za prekrivanje neprijatnog mirisa, onda se smatra funkcionalnim i ne može se registrovati.
4. Dokazivanje stečene prepoznatljivosti (sekundarno značenje):
Hasbro je morao da dokaže da su potrošači tokom vremena počeli da povezuju taj specifičan miris sa Play-Doh proizvodom.
ANALIZA:
Najveći izazov za kompaniju Hasbro bio je dokazivanje da je miris Play-Doh mase nefunkcionalan i prepoznatljiv. Morali su da pokažu da miris ispunjava uslove propisane Lanhemovim zakonom za netradicionalne žigove – konkretno, da funkcioniše kao oznaka porekla, da nije funkcionalan i da ima stečenu prepoznatljivost.
Nefunkcionalnost:
Ključna prepreka za registraciju mirisa kao žiga jeste doktrina funkcionalnosti, koja zabranjuje registraciju karakteristika koje su neophodne za korišćenje proizvoda ili njegovu osnovnu namenu. Hasbro je uspešno dokazao da miris Play-Doh mase nije funkcionalan – nije korišćen za prekrivanje neprijatnih mirisa niti doprinosi radu proizvoda. Umesto toga, miris je služio isključivo kao identifikator brenda, što je u skladu sa pravnim zahtevima za zaštitu netradicionalnih žigova u američkom pravu.
Stečena prepoznatljivost:
Mogućnost kompanije Hasbro da dokaže stečenu prepoznatljivost – tzv. sekundarno značenje – bila je od presudnog značaja. Kompanija je navela da se miris koristi konzistentno još od 1955. godine, što ga čini lako prepoznatljivim i usko povezanim sa proizvodom u svesti potrošača. U prilog tome, Hasbro je dostavio uzorke mirisa Kancelariji za patente i žigove Sjedinjenih Država (USPTO), kao i podatke o prepoznavanju brenda od strane potrošača i istoriju brenda.
Izjave rukovodilaca marketinga iz Hasbro-a dodatno su osnažile argumente. Jonathan Berkowitz, potpredsednik globalnog marketinga za Play-Doh, izjavio je: „Miris Play-Doh mase oduvek je bio sinonim za detinjstvo i zabavu. Zvaničnom registracijom ovog kultnog mirisa, možemo zaštititi neprocenjivu vezu između brenda i njegovih obožavalaca za godine koje dolaze.“ Ova izjava naglašava emocionalnu i nostalgičnu povezanost potrošača sa mirisom Play-Doh mase. Takođe, saradnja sa parfemskom kućom Demeter Fragrance Library dodatno je naglasila kultni status mirisa i njegovu ulogu u identitetu brenda.
Prepoznatljivost mirisa:
Opis mirisa koji je Hasbro dostavio – „sladak, blago mošusan miris sa primesama vanile, trešnje i prirodnog mirisa posoljene, pšenične mase “– bio je veoma specifičan i jedinstven, što je pokazalo da miris nije generički niti utilitaran. Ova specifičnost, u kombinaciji sa dugotrajnom i doslednom upotrebom, pomogla je u potvrđivanju da je miris validan predmet zaštite žigom.
ZAKLJUČAK:
Godine 2018. godine, nakon što je dokazala prepoznatljivost, kompanija Hasbro je uspešno registrovala miris Play-Doh mase pri USPTO pod brojem registracije žiga 5467089. Ovaj slučaj predstavlja značajnu prekretnicu u razvoju prava o žigovima, jer pokazuje kako kompanije mogu zaštititi nematerijalne senzorne elemente svojih proizvoda. Takođe pokazuje da elementi brenda, koji nisu vizuelni ili auditivni, mogu dobiti pravnu zaštitu – pod uslovom da ispunjavaju stroge kriterijume američkog zakona o žigovima. Ova odluka može poslužiti kao ubedljiv primer za buduće podnosioce zahteva koji žele da zaštite nekonvencionalne karakteristike svojih brendova.
BIBLIOGRAFIJA:
- Cornell Law School (2018). Lanham Act. [online] LII / Legal Information Institute. Available at: https://www.law.cornell.edu/wex/lanham_act.
- Hasbro (2018). Hasbro Trademarks a Favorite Smell from Childhood: The PLAY-DOH Scent | Hasbro. [online] Hasbro. Available at: https://newsroom.hasbro.com/news-releases/news-release-details/hasbro-trademarks-favorite-smell-childhood-play-doh-scent.
- Uspto.gov. (2025). Trademark Status & Document Retrieval.