Shares in a company that makes Etch A Sketch nearly tripled in value on Thursday, a day after the humble toy was thrust into the center of US politics.
The Ohio Art Company, which makes the children's iconic drawing device, saw its shares increase as much as 213 percent after a key aide to Republican presidential candidate Mitt Romney made an ill-thought reference to the toy.
Asked if Romney had tacked too far to the right to win over non-Republican voters, long-standing advisor Eric Fehrnstrom said the general election campaign would be "almost like an Etch A Sketch. You can kind of shake it up and restart all over again."
That reinforced core Republican doubts about Romney's conservative credentials, and overshadowed Romney's key win in Illinois and his endorsement by Republican big wig Jeb Bush.
But the Ohio Art Company tried to make hay out of Romney's woes.
In a statement the company said it was "happy to see Etch A Sketch, an American classic toy, is DRAWING attention with political candidates as a cultural icon and important piece of our society.
"A profound toy, highly recognized and loved by all, is now SHAKING up the national debate."