Politics puts Etch A Sketch back in the picture - 13abc.com Toledo (OH) News, Weather and Sports

The Etch A Sketch, an iconic drawing toy, has become a mainstay on the Republican Presidential campaign trail this week. 

13 ABC's Christine Long traveled to Bryan, Ohio, where the toy-maker is based, to find out what company leaders think about the political publicity.

Ohio Art is reporting a jump in Etch A Sketch sales.  The unexpected, overwhelming attention has also sent company stocks soaring.

This week Rick Santorum and Newt Gingrich began using the Etch A Sketch to attack Mitt Romney.

It all started when Romney's strategist likened his campaign to the popular children's toy saying Romney can shake it up and start again.

Opponents are now parading the prop on campaign stops arguing that Romney is a flip-flopper with no fixed principles.

"Great publicity for us," says Bill Killgallon, Chairman of the Board of Directors for the Ohio Art Company.

Killgallon sat down with 13 ABC to talk about unexpectedly getting thrown into the spotlight.

"A gentleman had an Etch-A-Sketch as a youngster remembered it and made the comment which has caused all of this publicity," says Killgallon.

The company has been based on Toy Street in Bryan since 1912.

Killgallon says the 52-year-old toy is a strong iconic symbol considering almost every kid in America has one.

75 percent of Etch A Sketches are sold between October and December.  But right now the toy maker is enjoying this off-season sales blip.

"It's too early to tell.  Obviously there is a what I'm calling a political blip where people who are real close to the campaign are going out and buying Etch-A-Sketch," says Killgallon.  "It's not staggering as far as numbers are concerned.  It's nice.  It's a good direction and we hope to capitalize on it."

When asked which candidate he supports, the Chairman of Ohio Art says Etch A Sketch is remaining neutral in the race.

Instead, Killgallon wants the toy to become a symbol of bringing people together.

"We are strategizing to take this product the Etch A Sketch and shake up the debate," says Killgallon.

The Etch A Sketch was inducted into the National Toy Hall of Fame in 1998.  The original name of the product was the Magic Screen.