Anorak | Old-school toy makes a comeback thanks to political aide’s gaffe

Old-school toy makes a comeback thanks to political aide’s gaffe

by | 31st, March 2012

ETCH A SKETCH, the mechanical drawing toy, is making a comeback thanks to a political gaffe by an aide to presidential hopeful Mitt Romney, who compared the toy to his election strategy. A new ad campaign by the 104-year-old makers of Etch A Sketch pokes fun at politics with the hopes of boosting sales for the analog classic.

Asked how Romney’s politics next autumn will compare to now, strategist Eric Fehrnstrom likened the campaign to an Etch A Sketch, which lets you create drawings on a grey slate by turning two knobs and then erase them by a simple shake. “You can kind of shake it up and we start all over again”, Fehrnstrom said of the campaign. Queue Romney’s rivals Rick Santorum and Newt Gingrich using Etch A Sketches as props and accusing Romney of being a flip-flopper.

The Ohio Art Company, makers of the Etch A Sketch, are hoping to capitalise on the brouhaha and to stage a comeback for a toy that may have qualified as a gizmo back in the 1960s but looks distinctly arcane in the era of Wiis and Xboxes. The company’s new “Shake it Up, America” ad will be doing the rounds on social networking sites soon.

One of the ad slogans says “Etch A Sketch is a lot like politics, there’s a lot of grey area”. Another reads: “We have a left knob and a right knob for each political

You have already read 1 premium article for free today
Access immediately the premium content with Multipass

Or come back tomorrow

Posted: 31st, March 2012 | In: News Comment | Follow the Comments on our RSS feed: RSS 2.0 | TrackBack | Permalink