Crayola has officially trademarked the distinctive scent of its crayons, known for its “slightly earthy soap with pungent, leather-like clay undertones.” This move marks a significant moment for the arts and crafts giant, which is a leader in the US coloring market. The trademark, granted by the US Patent and Trademark Office in July, represents a unique blend of nostalgia and innovation.

The company, part of Hallmark, first sought the trademark in 2018 but faced initial rejections. Crayola successfully appealed, providing evidence of the scent’s uniqueness compared to competitors. Crayola’s CEO, Pete Ruggiero, envisions a future where the crayon smell might be used to enhance in-store experiences, potentially pumping the nostalgic aroma through retail aisles to boost sales.

Crayola, which dominates the coloring category, sells 30% of its products online through platforms like Amazon and the remaining 70% through physical retailers such as Walmart, Target, and Staples. Known for producing 13 million crayons daily during the peak back-to-school season, the company’s products are crucial to its annual sales, with a substantial portion of revenue coming from this period.

Ruggiero highlighted the emotional connection many people have with the crayon scent, linking it to childhood memories. This sensory trademark could further solidify Crayola’s market presence and deepen consumer engagement.