If you think hard enough, there’s a nostalgia brand you hold close to your heart. It’s something with the power to transport you back to a different time and place with a logo, color, scent or flavor. And, yes, even Dr. Strangebrand finds himself indulging in this sentimentality.

Truth be told, my brand weak spot is Play-Doh. I fondly remember its sweet smell, bright colors, and yes, during an experimental pre-school phase, even its distinctive taste. It’s a brand all budding young sculptors encounter, and if the scent wafted past my desk right now, I’d start thinking about my early attempts to sculpt tortoises.

In fact, this very experience may happen sooner rather than later. A company called Demeter Fragrance Library offers up scents inspired by real life, everyday objects. The offerings include Play-Doh, Tootsie Roll, and even Jelly Belly fragrances.

It’s a clever application of one of our 10 Ways to Extend your Brand: Transfer a Component. The company takes an element—in this case a scent—owned by a brand and leverages it to enter the fragrance category. These classic smells trigger fond memories in consumers, and they purchase these little bottles to take themselves back in time.

Perhaps some of that Play-Doh fragrance would re-awaken Dr. Strangebrand’s inner artist.