Whatever the problem for Mitt Romney may be with his campaign director's Etch A Sketch comment, one clear benefactor is Etch A Sketch itself, in whatever form it takes. The company that makes the toy is having a banner PR day -- its spokeswoman, Nicole Gresh, told BuzzFeed: "The last time I fielded a press phone call about Etch A Sketches is when it made the Guinness Book of World Records." (A Colorado group set a record last year for the most people drawing on an Etch A Sketch.) It's also a good day for Marcy Stech, whose Twitter Handle, @etchastech, is just a couple letters away from the toy. "I love this day," she tweeted in response to the news that Etch A Sketch (the toy) was trending on Twitter. Stech is the deputy communications director for the left-leaning Super PAC Priorities USA Action, and we can only assume, since we found our way to the PAC's website thanks to her Twitter account name, that others have as well. She tweeted that she's had the handle since 2009, so the bounce has got to be pure coincidence. Stech also apparently has the same Birthday as Romney. Spooky!
But it's Ohio Arts, the company that makes Etch A Sketch, that's having the most fun with the odd news hook of its toy. It released this pun-filled statement (courtesy of ABC) this afternoon:
Happy to see Etch A Sketch, an American classic toy, is DRAWING attention with political candidates as a cultural icon and important piece of our society,” Nicole Gresh, spokeswoman for Etch A Sketch’s manufacturer Ohio Art, in an email to ABC News. ”A profound toy, highly recognized and loved by all, is now SHAKING up the national debate. Nothing is as quintessentially American as Etch A Sketch and a good old fashion political debate.”
We are pleased with the added attention being drawn to Etch A Sketch which is truly one of the most recognizable, iconic and fun toys ever developed. As one of the most classic toys of all time, Etch A Sketch has always sold particularly well with today’s consumer. It is too early to tell, but we are hopeful to see if there is an uptake in sales given this recent exposure.
As for the candidate, he's having a tougher time living down the suggestion that his campaign is going to start over from scratch. CNN's Jim Acosta tweets that Romey addressed the Etch A Sketch comment in an afternoon press conference and said, "the issues I'm running on will be exactly the same," then added, "organizationally a general election campaign takes on a different profile."
One meme-lover who hasn't jumped on the Etch A Sketch bandwagon is Matt Drudge, who's been pretty overt about his support for Romney. He's completely avoided the story today.