Two knobs in the lower corners on the front of a plastic cube-like structure, when rotated clockwise or counterclockwise, move a stylus that displaces a metallic powder on the back of a screen, leaving horizontal and vertical lineographic images – in layman’s terms, magic. In the words of the French inventor, L’ecran Magique. Or in the words of the marketers who made it one of the 100 most memorable and most creative toys of the 20th century, Etch-a-Sketch.
The mechanical drawing toy, which was inducted into the National Toy Hall of Fame in 1998, was first marketed on July 12, 1960, by the Ohio Art Company, timed perfectly to catch the big wave of the Baby Boom. In England, it was known as the DoodleMaster Magic Screen. (There was also the Magna Doodle and the Mystic Writing Pad.)
Although it remained popular throughout the fifty plus years of its existence, the Etch-A-Sketch reached a new notoriety in 2012, when it became a part of the demise of a presidential campaign. The simple plastic rectangular box may have contributed as much to the 2012 election – in influence – as all the SuperPACs put together. It happened when candidate Mitt Romney’s campaign manager, asked if Romney was boxing himself into ultra-conservative opinions during the primary, answered: “I think you hit a reset button for the fall campaign. Everything changes. It’s almost like an Etch-A-Sketch. You can kind of shake it up, and we start all over again.”
Trying to contain the brouhaha, the Romney campaign only added to its woes by saying that since the mention of Etch-A-Sketch caused its maker’s stock price to triple, they would next mention Mr. Potatohead.