Skip Nav
Fill Out Our Oscar Ballot For a Chance to Win $1,000!
the crown
4 Details About Season 2 of The Crown That Will Make You Royally Excited
Stars on the Set
Kate Winslet Gets to Make Out With Idris Elba Because Life Just Isn't Fair

Mr. Magorium's Sweet-Smelling Ads

Mr. Magorium's Sweet-Smelling Ads

The Los Angeles Times will feature the first ever advertisement using scented ink in promotion of this November's kids' movie Mr. Magorium's Wonder Emporium. The whimsical film stars Dustin Hoffman as Mr. Magorium, the kooky owner of a magical toy shop. ComingSoon continues:

The Times becomes the first major newspaper in the country to successfully present and implement the pioneering application which adds a rich, new dimension to the medium. Fox Walden seized the opportunity to create new levels of involvement and connection with Southern California's readers and moviegoers and chose the universally beloved frosted cake scent to remind consumers of all ages to be young and have fun.

Times readers will be able to scratch designated areas of the Mr. Magorium ad, which will emit the frosted cake scent made from soy-based ink. "Mr. Magorium's Wonder Emporium is about a magical toy store that comes to life," said Jeffrey Godsick, president of marketing at Fox Walden. "So when the Los Angeles Times came to us with the idea to create a magical scratch and sniff ad we felt it was the perfect fit since it brings the ad to life."

How cool is a scratch-and-sniff movie ad? It's gimmicky and, in my prediction, probably unnecessary since I think this movie will do well anyway, but I must say I appreciate the fun idea. Check out the super-cute trailer for Mr. Magorium's Wonder Emporium before it opens November 16.


Around The Web
Join The Conversation
SassAndBide SassAndBide 9 years
LOL! :rotfl:
beingtazim beingtazim 9 years
that is so clever - and man, i am so looking forward to that movie!
Linny Linny 9 years
I took a printing class in college and we had scented perfume boxes. I think it's an interesting idea to use it in an ad.
USDA Report Monitors Food Trends Over the Last 100 Years
Simple, Four-Ingredient Recipe For Red Currant Raspberry Granita
In the News: A Richard Neutra in Dire Straits
In the News: The Midcentury Anti-Garden
California Wildfires Germinate Native Flowers
Dustin Hoffman Walking With Daughter December 2015
Dustin Hoffman and Jason Bateman Locked Lips on the Lakers Kiss Cam

POPSUGAR, the #1 independent media and technology company for women. Where more than 75 million women go for original, inspirational content that feeds their passions and interests.

From Our Partners
Latest Entertainment
All the Latest From Ryan Reynolds