Hasbro is seeking a trademark for its “non-visual play-doh scent mark,” Teen Vogue was one of the first to report.

Here’s how the scent is described on the trademark application filed with the U.S. Patent and Trademark Office (USPTO): “A unique scent formed through the combination of a sweet, slightly musky, vanilla-like fragrance, with slight overtones of cherry, and the natural smell of a salted, wheat-based dough.”

The Independent, a UK-based newspaper, spoke to Lee Curtis, a partner and chartered trademark attorney at the law firm HGF, who says: “Hasbro’s trademark application shows that the use of smells in branding, and companies desire to protect them is increasing.”

Hasbro has already partnered with Demeter Fragrance Library back in 2006 to launch a Play-Doh fragrance, marking the modeling clay’s 50th anniversary. The product first debuted at the Toy Fair in New York City in 1956.

The fragrance is sold on Demeter’s website in a 1-ouce spray bottle, where it says it is “a fragrance is meant for highly-creative people, who seek a whimsical scent reminiscent of their childhood.”

Leigh Anne Cappello, vice president of marketing, Play-Doh, states on Demeter’s site: “When you open a can of PLAY-DOH compound, you are instantly transported back to childhood. What better way to celebrate the 50th birthday than by bottling the scent for adults everywhere to enjoy as a reminder of their youth.”

Hasbro’s New Campaign

Hasbro recently announced a new marketing campaign, ‘Hasbro Stories,’ to celebrate its iconic brands, including Play-Doh — and focus on the “meaningful connection consumers around the world feel toward Hasbro and its brands,” the company states.

The campaign kicked off in December with a series of four video vignettes featuring Hasbro employees sharing their unscripted, personal experiences with Hasbro brands.

“Stories are at the center of what we do every day, so we couldn’t think of a better way to start the conversation about Hasbro than with our employees, who live and love our brands and bring our purpose to make the world a better place for children and their families to life every day,” said Brian Goldner, Chairman and CEO, Hasbro.

Goldner continues, “We have transformed from a traditional toy and game manufacturer to a global play and entertainment leader, and feel that now is the perfect time to tell our story in a unique way to celebrate the passion, nostalgia and excitement people feel for our brands.”

This year the company plans to invite consumers, fans and partners from around the world to share their stories.