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Love it or leave it: ETCH-A-SKETCH

Posted by ipelton on: April 26th, 2012

Thanks to a Mitt Romney staffer, ETCH A SKETCH® has been in the news quite a bit lately. The toy has been around since 1960. According to Wikipaedia, it was “inducted into the National Toy Hall of Fame at The Strong in Rochester, New York in 1998. In 2003, the Toy Industry Association named Etch A Sketch to its Century of Toys List, a roll call commemorating the 100 most memorable and most creative toys of the 20th century.”

Etch A Sketch is a great name.

  • it suggests what the product does, draw
  • it is fun to say;
  • it is one of a kind; and 
  • it is easy to reminder

   Etch-A-Sketch on the campaign trail advertisementEtch-A-Sketch on the campaign trail advertisement   

Recent ads from Ohio Art wisely tapping into its recent turn in the news 

 Even better, the name and the product are well protected [click trademarks/images for USPTO records]:

  • ETCH A SKETCH – registered for ‘Toy Self-Contained Opaque Screen Sketching Device’ since 1961
  • TRAVEL ETCH A SKETCH  – registered for ‘toy self-contained opaque screen sketching device’
  • POCKET ETCH A SKETCH – registered for ‘toy self-contained opaque screen sketching device’
  • “WORLD’S FAVORITE DRAWING TOY” -toy self-contained opaque screen sketching device
  • – registered for variety of good and services
  • – registered for ‘self-contained opaque screen drawing device’
    • Description of Mark: The mark consists of the configuration of the goods and the color red applied to the frame surrounding the opaque drawing screen.
    • Lining and Stippling: The drawing is lined for the color red, and the color red is claimed as a feature of the mark.

A great name and brand, well protected, such as ETCH A SKETCH, is invaluable. And when a political staffer uses it as an analogy, everyone understands the reference.

For an amazing gallery of Etch A Sketch images, see http://www.gvetchedintime.com/gvetchedintime/gallery.php.

 

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