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Crayola Trademarks the Smell of Its Crayons (financialpost.com)
Posted by BeauHD from the what’s-that-smell? dept.
An anonymous reader quotes a report from the Financial Post: You may find yourself smelling crayons in the aisles of stores soon — if Crayola’s chief executive Pete Ruggiero has his way. In July, the U.S. Patent and Trademark Office issued a trademark to the arts and crafts giant for the smell of its crayons — that waxy scent of a childhood spent trying to color within the lines. While it’s too soon for this back-to-school season, Ruggiero imagines one day pumping it through the aisles of retailers, triggering nostalgia while shoppers are browsing and hopefully buying more crayons.
Crayola, a unit of Hallmark, first applied for the trademark in 2018 and was initially turned down less than a year later, but won its bid on appeal. During the process, the company shared examples of its own crayons as well as competitors to verify the distinctiveness. It’s a “slightly earthy soap with pungent, leather-like clay undertones,” according to the trademark documents.
“We’ve been talking about doing it for years,” Ruggiero said about the trademark. “That Crayola smell, there’s a connection between the smell and childhood memories that is very powerful.”
When someone says “I want a programming language in which I need only say what I wish done,” give him a lollipop.
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