38 OCTOBER 2020 By Rachael Bouley ith its easily recognizable red plastic frame and magical flat gray screen, the Etch A Sketch holds its place in history. Entertaining across generations, the mechanical drawing toy was once a must-have for family road trips, rainy days and indoor playdates. Some fresh takes on the famous creation are ensuring it remains a fan favorite for the future. Invented by André Cassagnes of France in 1960, the toy has two white knobs in the lower left and right corners that move a stylus, displacing aluminum powder onto the screen. The left knob moves the stylus across the screen horizontally, while the right one is used to make vertical lines. This opens up a world of creative possibilities, with the toy being used for random doodles, intricate designs and everything in between. Cassagnes, an experienced electrician, unveiled the dynamic drawing toy at the 1959 International Toy Fair in Nuremberg, Germany. It was initially named L’Écran Magique , or The Magic Screen. Despite its unique design, the Ohio Art Company wasn’t interested at first. It wasn’t until they saw the toy for the second time that Ohio Art decided to give it a chance, and that choice paid off big time. It was renamed the Etch A Sketch and launched in the U.S. in July 1960, with a unique TV advertising campaign leading into the Christmas season. Initially priced at $2.99 (equivalent to $26 today), the Etch A Sketch quickly took off, becoming the most popular drawing toy in North America, with 600,000 units sold in the first year. Introduced at the height of the baby boom, the toy was popular with growing families and school-aged children who could create drawings for hours. Sixty years later, Etch A Sketch continues to delight and entertain. For many years the toy was made in Bryan, Ohio, before the manufacturing plant moved overseas in 2001. In February 2016, Toronto-based Spin Master Corporation acquired the rights to the Etch A Sketch name and design, opening a new era for the toy. Spin Master has released the Etch A Sketch 60th Anniversary Diamond Edition with diamond-like knobs on a black diamond contoured frame. This limited-edition version joins the collection, which includes cool blue and hot pink versions, the Etch A Sketch Animator and Etch A Sketch Color. Etch A Sketch was inducted into the National Toy Hall of Fame in Rochester, N.Y. in 1998, and in 2003, it was named one of the 100 most memorable toys of the 20th century by the Toy Industry Association. More than 100 million units have been sold globally. As parents and grandparents pass their love of the toy on to their children, Etch A Sketch is still holding a top spot in the realm of non-electric toys. ETCH A SKETCH TURNS 60 André Cassagnes The Magic Screen patent. FUN ETCH A SKETCH FACTS • The original design had a joystick, which was replaced with the two knobs before it hit the market. • Etch A Sketch was featured in Toy Story, Toy Story 2 and Elf . These movie appearances, specifically in the Toy Story franchise, were credited with giving the Ohio Art Company a significant sales boost. • Some serious artists love Etch A Sketch. Nicole Falzone is known as the “Monet of the Magic Screen” for her detailed Etch A Sketch portraits such as Stevie Wonder, Jim Carrey and Gandhi. • Etch A Sketch Day is recognized on July 12 every year, the same day the toy was released in the U.S. It has become a social media trend in recent years for casual Etch A Sketch competitions at schools and workplaces. Serious artists charge top-dollar for their Etch A Sketch masterpieces. • Ohio Art released a silver Etch A Sketch with bejeweled knobs in 1985 for the toy’s 25th anniversary. Complete with a hand-carved signature, the prized toy came with a price tag of $3,750.

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