I Love The Smell of Play-Doh In The Morning [VIDEO]

Play-Doh's distinctive smell has been described by the company that own it, as 'sweet, slightly musky, vanilla fragrance with slight overtones of cherry combined with the smell of a salted wheat-based dough'  Why have they trademarked the scent? What are they up to?

Ah, those childhood smells. Play-Doh, Lincoln logs, Baked beans on a Saturday night, Gum from baseball cards. A freshly mowed lawn. All fond memories.