Etch A Sketch launches ad campaign

MAE ANDERSON AP Retail Writer Published:

NEW YORK (AP) -- The 104-year old company that makes Etch A Sketch is launching a new politics-themed ad campaign, after making headlines nationwide last week when an aide for Mitt Romney compared his election campaign to the toy.

The Ohio Art Co. said its new campaign will run on social media sites including Facebook and Twitter. Three ads in the campaign, tagged "Shake it Up, America," poke fun at politics in general and maintain that the toy, created in 1960, is politically neutral.

"Etch A Sketch is a lot like politics, there's a lot of gray area," reads one ad. "Politically we lean right down the middle, which way did you lean?," reads another.

Ads for the company also encourage viewers to register to vote. They were created by Team Detroit, Ohio Art's ad agency.

Last week an aide for Romney said the fall campaign for the presidency was like an Etch A Sketch. Rivals said the statement implied the candidate could flip flop on some issues following the Republican primary.

Ohio Art hopes the ad campaign keeps the toy in the spotlight.

"We feel these ads are fun and engaging and will continue to keep people interested throughout the remaining presidential campaign," said Martin Killgallon, senior vice president of marketing and product development at Ohio Art.

The Ohio Art Co., based in Bryan, Ohio, makes Etch A Sketch as well as K's Kids toys for babies and toddlers and nanoblock, a building block system.


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