MOLDING A SCENT: Call it eau de Play-Doh. At least that’s how Hasbro and fragrance producer Demeter are referring to a new limited-edition Play-Doh fragrance the two companies have created. The 1-oz. cologne spray — with which the firms are hoping to capitalize on Mother’s Day — marks the clay-like compound’s 50th anniversary. “When you open a can of Play-Doh compound, you are instantly transported back to childhood,” said Leigh Anne Cappello, vice president of marketing for the Play-Doh brand, in a statement. “What better way to celebrate the 50th birthday than by bottling the scent for adults everywhere to enjoy as a reminder of their youth?” The new scent is yet another offbeat entry on Demeter’s fragrance dossier, which already includes scores of scents with names such as Dirt, Snow and New Zealand. Play-Doh, which retails for $19, is available on demeterfragrance.com and is expected to be carried at sephora.com and at Ulta stores starting this summer.

J. JILL MERGER: The J. Jill Group Inc. said on Monday that the company’s shareholders have approved the proposed merger with The Talbots Inc. The merger is expected to be completed on Wednesday. J. Jill disclosed that the number of shares voting in favor of the merger represented 66 percent of the total number of shares outstanding and entitled to vote. Talbots announced the acquisition of J. Jill on Feb. 5.

This story first appeared in the May 2, 2006 issue of WWD. Subscribe Today.