Crayola Obtains Trademark for Signature Crayon Scent (2)

You may find yourself smelling crayons in the aisles of stores soon — if Crayola’s Chief Executive Officer Pete Ruggiero has his way.

In July, the US 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 ...