Romney aide sparks 'Etch A Sketch' mania

2012-03-23 11:08
Republican presidential candidate, former Pennsylvania Senator Rick Santorum fiddles with an Etch A Sketch as he speaks to USAA employees during a campaign stop in San Antonio. (Eric Gay, AP)

Republican presidential candidate, former Pennsylvania Senator Rick Santorum fiddles with an Etch A Sketch as he speaks to USAA employees during a campaign stop in San Antonio. (Eric Gay, AP)

Multimedia   ·   User Galleries   ·   News in Pictures Send us your pictures  ·  Send us your stories

New York - Mitt Romney's presidential hopes may have been shaken up when an aide compared his campaign to an "Etch A Sketch" toy, but the publicity blitz has been a delightful surprise for the US makers of the well-known erasable children's art tablet.

Ohio Art, the low-key, family-run company that has made "Etch A Sketch" for half a century, saw its sales of the toy soar 1 556% above normal levels on within 24 hours of the gaffe. The company's thinly traded stock more than doubled, to $9.65.

Senior Romney adviser Eric Fehrnstrom was speaking about what would happen if Romney won the Republican nomination and faced President Barack Obama in the November election when he drew what has become an unfortunate comparison for Romney.

"You hit a reset button for the fall campaign," Fehrnstrom told a CNN interviewer on Wednesday. "Everything changes. It's almost like an 'Etch A Sketch'. You can kind of shake it up, and we start all over again."

Romney's rivals - Republicans and Democrats alike - seized on the comment as proof the Republican frontrunner was a flip-flopping waffler whose positions on issues such as healthcare were not to be trusted.

His Republican opponents gleefully waved the $12.99 red plastic toy, which lets children make drawings they can then erase by shaking it.

Etch A Sketch mania

"I am not the 'Etch A Sketch' candidate!" Romney challenger Rick Santorum declared to supporters.

"Etch A Sketch" mania has erupted online, the toy triggering a reaction normally reserved for the likes of the Kardashians.

It elbowed out NFL star Tim Tebow on Yahoo's Top 5 searches and swept Twitter's top slot for two days running.

On television, "Etch A Sketches" took over cable newsrooms. "I wish we could erase the US debt," one commentator wisecracked as he fumbled with the plastic knobs.

For Ohio Art, the attention has been manna from toy heaven.

"It's kind of like a Bill Clinton-Monica Lewinsky amount of media interest," says Bill Southard, who has been doing Etch A Sketch's promotions for the past 18 years.

Publicity blitz

"This is the kind of publicity flurry you usually only see in a crisis or a product malfunction."

Ohio Art President Larry Killgallon was sitting in a meeting in the Chicago office of Bruce Lund, the inventor of last year's hit toy, "Doggie Doo", on Wednesday.

Suddenly, Killgallon noticed his iPad, which he covers in an "Etch A Sketch" case, was being blitzed with e-mails, and his similarly clad iPhone started ringing.

"I've never seen anything like this," said Killgallon, dazed from a 24-hour publicity blitz. "Our target audience is 4- to 8-year-olds."

Larry runs Ohio Art with his brother, Bill, and his son, marketing head Martin.

The first "Etch A Sketch" rolled off Ohio Art's production line on July 12 1960, back when Larry and Bill's dad was helping run the place.

Work together

By the 1990s, production had moved to China and "Etch A Sketch" remains Ohio Art's number-one selling toy.

In between interviews, they decided to send each candidate a box of etch a sketches, but the Obama administration missed out.

Larry Killgoran describes the clan as right-leaning but free-thinking.

"It's like the 'Etch A Sketch'. There's both a left and a right knob and if they work together they can draw a circle," Killgoran says of the US political situation.

Read more on:    newt gingrich  |  barack obama  |  mitt romney  |  rick santorum  |  us  |  us elections 2012

Join the conversation! encourages commentary submitted via MyNews24. Contributions of 200 words or more will be considered for publication.

We reserve editorial discretion to decide what will be published.
Read our comments policy for guidelines on contributions.
NEXT ON NEWS24X publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
Comments have been closed for this article.

Inside News24


Book flights

Compare, Book, Fly

Traffic Alerts
There are new stories on the homepage. Click here to see them.


Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.

Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire network.


Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.

Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.