The LA Times announced today that it will use scented ink for the first time ever in an ad for Mr. Magorium's Wonder Emporium. The soy-based ink will emit the scent of cake frosting when scratched in designated areas.
"'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."
A spokesman for the paper added that they had originally planned to introduce the scented ink during their coverage of the Darfur massacres, but postponed its introduction when scientists found the formula for the scent of cake frosting far easier to crack than that of sadness and child rape.