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Marsha K. Hoover Quoted in Bloomberg Law

June 20, 2018

Marsha K. Hoover, chair of the firm's Intellectual Property group, was quoted recently in the Bloomberg Law article entitled "Play-Doh Scent Registration May Serve As Trademark Model". The article discusses how Hasbro Inc.’s success in getting a trademark registration in May 2018 for the smell of Play-Doh might serve as a model for lawyers tasked with securing non-traditional trademarks.

“In a normal situation in which a client is trying to exercise dominion over a color or a scent or a sound, they are well off to focus on that aspect in their advertising if they can,” Hoover said. That kind of advertising can be described as “look for” advertising, as in “look for the” particular color, for example, “and you’ll know you’re getting the best product.”

To read the full article, please click here. 

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