“Through our strategic partnership with Firefly Brand Management, we look forward to further developing the Etch A Sketch brand into new and different categories,” says Martin Killgallon, senior vice president of marketing and product development, The Ohio Art Company. “Over the past 50 years, Etch A Sketch has become well established as a trusted evergreen brand, and more recently, has made headlines as a political icon. We look forward to further development of our beloved brand through new licensing partnerships.”
Firefly plans to launch a wide range of licensed product by fall 2013.
Etch A Sketch was designed in a garage in the 1950s and launched in the U.S. in 1960 by The Ohio Art Company. Since then, Etch A Sketch has been inducted into the National Toy Hall of Fame and named as one of the 100 most memorable and creative toys of the 20th century by the Toy Industry Association.