{mosads}The popular drawing toy may haunt Mitt Romney after his adviser Romney adviser Eric Fehrnstrom told CNN early in the day that the campaign could reset, like the toy, for the general election. Romney’s GOP rivals and the Democrats both jumped on the comment as proof that Romney would throw out the positions he espoused during the primary in order to run against President Obama.

Ohio Art, the toy company that makes the Etch A Sketch was also happy to pounce on the comment and subsequent controversy. But they were likely happier than Romney–who rival Rick Santorum has now branded the “Etch A Sketch candidate”–to see the toy’s name in Wednesday’s headlines.

Ohio Art had a little fun with the toy’s basic “drawing” and “shaking” functions in their press release, but they weren’t the only ones having fun with the concept on Wednesday. Santorum and Newt Gingrich were both seen on the campaign trail on Wednesday using an Etch A Sketch as a prop, and the Democratic National Committee quickly whipped up a video depicting an Etch A Sketch version of Romney’s positions.

Romney has said the comment was misinterpreted.