The 'Magic' Behind Drawing and Erasing on Etch A Sketch

The iconic drawing toy celebrates its 60th anniversary in 2020

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An admitted beginner in Etch A Sketch artwork until a few years ago, Arlene Biran created a respectable-looking Labrador retriever on the iconic drawing toy during a recent phone interview.

“If you practice, you will get better,” she said. “And it makes you feel proud when you’ve finished.”

Biran, vice president of marketing and global business lead of activities and building toys at Etch A Sketch owner Spin Master, thinks the sense of accomplishment it gives its fans could explain the brand’s enduring appeal as it nears its sixth decade of life.

“Whether your picture is amazing or not, it’s an artistic achievement,” added Biran.

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This story first appeared in the Oct. 14, 2019, issue of Adweek magazine. Click here to subscribe.