Etch A Sketch
Etched In History (sorry couldnât resist)
Whether you owned one or looked through the shop window drooling at the thought of owning one, itâs unlikely that you wonât know what an Etch a Sketch is, and just to keep itâs relevance it also makes appearance in global success animated film franchise Toy Story. Etch a Sketch for its time was magical and allow creativeness to ooze out of the child (and adult) in buckets, did anyone actually complete the Mona Lisa?
But as with all the Hindsight articles we are writing, itâs why it has had such success that we are looking to learn from, this wasnât a fluke or a one time hit, Etch a Sketch is still selling those addictive units even today. Is this the nostalgia from the parents who have one (I know i still buy my boy things i remember) or is there something about the marketing, or positioning for example that we should be learning from. Letâs take a lookâŠ
Quick History
The Etch A Sketch is an iconic toy that has captured the imagination of generations. Its story begins in the 1950s when French inventor André Cassagnes had an idea that would revolutionise the world of toys. In the late 1950s, Cassagnes was an electrician by trade and an amateur kite surfer. During his work on a light-switching device for airplanes, he noticed that aluminum powder could create a visible line on a light switch. This observation sparked an idea for a new type of drawing toy.
Originally named "L'Ecran Magique" (The Magic Screen), at the Nuremberg Toy Fair in Germany. The Ohio Art Company, an American toy manufacturer, saw the potential and acquired the rights to manufacture and distribute the toy in the United States. They changed the name to "Etch A Sketch," a name that has become synonymous with the product.
The first Etch A Sketch was produced and sold in 1960. It featured a red plastic frame with a glass panel and two knobs, one to move the stylus horizontally and the other vertically, creating a drawing effect by scraping off the aluminum powder. It was an instant success, captivating children and adults alike with its novelty and simplicity. Over the years, the Etch A Sketch evolved in design, with different colors, sizes, and themed editions. It became a staple in toy stores and a classic travel companion, providing endless hours of creative entertainment without the need for batteries or electronic screens.
**Just a FYI, Even though itâs now been bought by Spin Master Corporation, itâs the early years of Ohio Art that we want to evaluate.
Business Learnings
Product Demonstration and Unique Selling Proposition (USP)
Early marketing efforts focused on demonstrating the unique features of Etch A Sketch, showcasing how the knobs allowed users to create intricate drawings by moving the stylus across the screen. Etch a Sketch did 2 very clever things, they allowed the product to be used/ demonstrated so that people could use the product, allowing them to see the potential, they also created gamification. Can you draw this, or why not draw that, it took time and skill and the only way you were ever going to achieve the result was to own the product and practise.
Obviously they had the market, nobody had anything like it. It was magical allowing children to lose themselves for hours creating their own art. As a USP goes they stood out in a crowded childrenâs market with a toy that nobody could match.
Learning: Let people use the product, Daniel Priestley of Dent Global calls it Product for Prospect, something low risk and low cost, a free 30 days trial for example allows people to use the product and a healthy % will continue. Without the trial that customer might not ever come onboard. Think about what you have to let people into your business.
TV Commercials and Print Advertising
Ohio Art utilised TV commercials and print advertisements, especially in children's magazines and newspapers, to showcase the creative possibilities and interactive nature of Etch A Sketch. These ads highlighted its no-mess, no-battery, and portable aspects. They knew why people wanted to buy the product so they laser focused in on this, they could have just tried to sell sell sell, but instead chose the emotion factor, no mess (parent tick), no battery (parent tick) and portable (child tick). It would become the âIpadâ that we see kids carrying today, just way ahead of its time.
Learning: There are 2 clear learnings here, firstly donât sell the product sell the emotion, when was the last time you watched a car advert from BMW or Mercedes for example just shout the price at you, instead you are taken on a drive, the person smiles, the rest of the world looks envious and so on. Selling the emotion makes us feel empathy and a desire to know more, we subconsciously see ourselves in the product and start noticing more of those cars on the road. We are talking ourselves into the product, start researching and maybe even buy, none of that would happen if someone screams buy this at you (unless you have a relationship with them already).
The 2nd point is Ohio recognised what made the product so appealing, for most you think its the experience, but flip that to the parents point of view, you can carry it about, no maintenance, no additional charge (batteries) itâs a no brainer. Not everything you sell has to be the product, often the sell is in the benefit.
It Integrated Itself So Well
Etch A Sketch found its way into TV shows, movies, and other forms of media, subtly embedding the product in popular culture. This exposure helped solidify the brand's identity and recognition. It humanised the product and kept reminding people they needed one in their lives, if you have every watch âThe Trueman Showâ you will have seen them mocking product placement/ advertising. Etch a Sketch was both purposely involved and accidentally used in TV/ film to keep the product being marketed.
Learning: When you see a market you want to be involved in, well⊠get involved. Who watched Toy Story (answer their target audience x millions)
âTo date, more than 100 million have been soldâ
Educational and Creative Value
Marketing emphasised the educational and creative value of Etch A Sketch, positioning it as a tool that stimulates imagination, hand-eye coordination, and artistic skills in children. We are always asking the question, do toys create creative children? is there a connection with toys and creative people? I guess thatâs a story for another day, but Etch a Sketch is a skill just like the Rubix Cube, that takes dedication and practice, no shortcuts, good old hardcore time.
We simply underestimated the necessity of teaching our kids the different skills back then, more focus is on tests and evaluation now so fun tools like this help develop our children and as a parent whoâs not going to invest in their children (the best they can).
Learning: We continue to evolve into the right way to live in our world, from environmental through to identifying why we are what we are (think spectrums and scales). Does your business help with any of these developments? can you help people develop skills or understanding. Etch a Sketch just like Nintendo didnât build a product with this in mind, but certainly the benefits were clear of those who practiced the experience. If you have therefore, let the world know.
Themed and Limited-Edition Releases
Ohio Art periodically released themed and limited-edition versions of Etch A Sketch tied to popular franchises, holidays, or events. These special editions created a sense of excitement and enticed collectors and enthusiasts. Itâs a nod to the collaboration that we know so well in todays world through influencers (just years ahead of itâs time). By adding in a theme they could pull on the heart strings of that particular theme and attract or at least wave frantically at those who follow that theme. For the hardcore Etch a sketchers they gave them a new version, a collectable, something to help them stand out.
Learning: We are told to repost content, not reinvent the wheel etc. but keeping it fresh and relevant remains a hard task. Ohio Art recognised that by having fun with the product and not just keeping it red, they could stand out all over again. Itâs unlikely that if you own an etch a sketch for example you would buy again but seeing a new version (plus the love for the brand) would perhaps register you to share or buy for someone else. What can you do with your product/ service that gets it back out there and being thought about? is there someone you too can be related or partnered to?
Social Media and Digital Marketing
With the advent of the internet and social media, Etch A Sketch adapted its marketing strategy to include online platforms. They engaged with their audience through social media campaigns, showcasing user-generated content and encouraging creativity. Where other toy companies didnât evolve, Etch a Sketch took the initiative and brought it to the modern world, not only through ads but through socials, running more about what you can do with the product over selling it. Spin off accounts like etchasketch_art for example were created by the public as a way to showcase their work, after all unless you buy another unit you have to delete your work to start again.
Learning: Itâs not about you! itâs about your end user, show them how to use it, what you can expect and most importantly where possible how others use it. Not in a hard sell kind of way but a this is x and this is how they use it for x
âI call it the etch a sketch of life, every few years you should shake things upâ
Influencer Collaborations
Etch a sketch were very good at Collaborations with influencers, particularly those with a passion for art, especially those where retro was appealing. Collabs of course went further and films like Toy Story certainly did no harm! Etch a Sketch knew the importance of an infinity product was about keeping the fire burning, they already had a brilliant product so itâs just about reminding people itâs there.
Learning: Identify who you want to work with, there are so many influencers out there with different offers that you could easily cover any fees that they want to charge. Proper influencers (those with a proper audience) can help you boost not only your sales but your future following too.
Marketing Campaigns
Several marketing campaigns have contributed to the success of Etch A Sketch, highlighting the enduring appeal and creativity of the product. Here are some notable marketing campaigns that achieved success:
1. Etch A Sketch Day Campaigns (Annual)
Celebrating Etch A Sketch Day on July 12th, Ohio Art regularly ran campaigns around this date. They often encourage users to share their Etch A Sketch creations on social media using specific hashtags, creating a sense of community and engaging the audience. Still going strong, itâs a chance to get creative and join in with the community.
2. Etch A Sketch Art Contest
Ohio Art organised an art contest, encouraging users to submit their most creative and impressive Etch A Sketch artworks. The campaign showcased the artistic potential of the toy and engaged the creative community. The competition is still out there and thins year you could win $5000 for the chosen winner, see this youtube contest here
3. Shake Up Your Etch A Sketch" Campaign
This campaign emphasised the fun and playful nature of Etch A Sketch. It encouraged users to create unique drawings and then shake the device to start anew, underlining the magical erasing feature.
4. Etch A Sketch 60th Anniversary Campaign
Celebrating 60 years of Etch A Sketch, this campaign highlighted the product's history, nostalgia, and continued relevance in the modern era. It included retrospectives, limited-edition releases, and interactive social media activities.
5. Political Campaign
Etch a Sketch even got involved in American Politics, claiming that etch a sketch was âa lot like politics, plenty of grey areasâ
So just to recap, Etch a Sketch produced a niche product, sold it to a mass market, kept it alive with great partnerships and collabs. It focused on the creative, challenging people to create the next unbelievable piece of art, they gamified the process and kept things simple. Their job was to keep it alive, keep it seen and keep it relevant. Maybe itâs not what it once was, but the lessons of a product over 70+ years old are unchallenged, they understood what they had, what people wanted and kept the message clear.
