Children’s toys have become more and more sophisticated over the years – to such an extent that many of the classic toys which previous generations enjoyed are now obsolete, lost in the mists of time.
But one favorite, an essential stocking filler for many kids during the 1960s and 70s is making a comeback, thanks to its appearance as a character in the Toy Story franchise – the humble Etch A Sketch.
Can you believe that this toy has been around for almost 70 years? It can’t connect to Wi-Fi, it doesn’t have Bluetooth capabilities nor does it even take batteries – yet the possibilities were still endless! #etchasketch pic.twitter.com/xfljQkFF8J
— HISTORY (@HISTORY) April 27, 2018
Etch A Sketch was invented by French electrician André Cassagnes in the late 1950s
Etch A Sketch is a handheld, mechanical drawing tablet used to create basic line drawings. The product was launched by Ohio Art Company in July 1960, priced at $2.99 and due to some shrewd marketing (it was one of the first toys to be advertised on television), it quickly became a hit with kids of all ages across the United States. In the first six months after its launch, over 600,000 units had been sold, and 10 million by the time the decade was out.
But times change, trends comes and go and by the tail end of the 90s, the Etch A Sketch’s days were numbered. The toy was revived in 1999 after Ohio Art Company granted Pixar Animation Studios permission to use the product and its branding as a character in the Toy Story franchise.
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Etch, a magic drawing pad with its distinctive red plastic frame with two white knobs, appears in cameo roles as one of Andy’s toys in the first three Toy Story movies. In the sequel, Etch helps the other toys by sketching a portrait of Woody’s kidnapper then a map showing the location of Al’s Toy Barn so he could be rescued.
That exposure helped to boost sales by 20% and enabled the company to survive. The Etch A Sketch and Doodle Sketch brands were sold to Toronto-based company Spin Master Corporation in 2016.
How does Etch-A-Sketch work?
French electrician André Cassagnes came up with the idea of creating a simple drawing toy in the late 1950s. The concept was based on an optical device using fine aluminum powder that clung to glass when marked with a stylus.
The user controls the 2-dimensional plotter to create line drawings by turning the two white control knobs at the bottom corners of the red plastic frame.
Twisting the left knob makes the the cursor move horizontally, while the right knob controls vertical movement. By turning both knobs simultaneously, diagonal lines can be drawn. To erase the drawing to start all over again, simply turn the toy upside down and shake.
Cassagnes passed away in January 2013 and next year will be the centenary of his birth. He left a legacy with a magical drawing device that is still popular today – 65 years after it first hit US toy stores.
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