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Etch-a-Sketch Just Happy to Be Part of the Conversation

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WHAT A KNOB
DailyFeed

Mitt Romney, not for lack of trying, just can’t seem to escape campaign advisor Eric Fehrnstrom’s Etch-a-Sketch gaffe. It’s been about a week since the comment and the toy still features prominently in our national conversation, with some pundits suggesting that it will for the rest of the campaign.

Unfortunately for Gingrich, Santorum, Paul and maybe even Obama, polling data reported by the Washington Post yesterday indicates that, basically, the sole group to benefit from the slip-up is Etch-a-Sketch. A Pew Research survey found that only 44 percent of people had heard the comment, and that it had almost no effect on voters’ opinion of Romney.

Meanwhile, Etch-a-Sketch saw a 1,556 percent sales jump on Amazon (AMZN) in one day.

Happy as they are with the new sales, Etch-a-Sketch (OART.PK) wants to make sure that all of America knows that it is not backing anyone -- even if they did send boxes of toys to the candidates. According to their new ad campaign, the company is just “proud to be a part of the national conversation.”

The campaign features pictures of Etch-a-Sketches and very apolitical slogans. One has an American flag sketched on to the toy (is anyone actually that good with an Etch-a-Sketch?) over the copy: “We have a left knob and a right knob for each political party (But remember, when both work together we can do loop de loops.)”

Another has the phrase “Etch-a-Sketch is a lot like politics, there’s a lot of gray area” written on the toy. A third touts the company’s political views as “right down the middle.”

Whether it’s trying to avoid alienating Democratic customers or simply hold on to their place in the spotlight, the company’s new campaign is cute, topical and pretty funny. That said, their best-case scenario still involves continued attacks on Romney’s “sketchiness.”

Then again, it’s nice to see someone other than gun makers benefit from politics.
POSITION:  No positions in stocks mentioned.
TICKERS:  NASDAQ:AMZN, NASDAQ:OART.PK   

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