In the DNC video, video of Romney saying he would veto the DREAM Act, remove federal funding for Planned Parenthood and that he served as a "severely conservative" governor was stylized to look as if it had been drawn on the popular children's toy.
"Mitt Romney is trying to scrub his extreme record," on-screen text reads. "But there are some things you can't shake off."
The American Bridge ad follows a similar tact, following Fehrnstrom's comments with video of the toy featuring one of Romney's previously held positions on issues like abortion rights and support for the National Rifle Association. After the toy shakes, Romney's more recent stance on the issues appears.
"While the quote may have just happened today, the sentiment has long been a way of life for Mitt Romney, who has 'shook & erased' his views on the issues over and over again," said American Bridge spokesman Chris Harris.
The Romney campaign said Fehrnstrom's comments simply referred to a change in focus rather than a retreat from Romney's conservative positions.
"As we move from the primary to the general election, the campaign changes. It's a different race, with different candidates, and the main issue now becomes President Obama’s failure to create jobs and get this economy moving," said Romney spokeswoman Andrea Saul.
But rivals on both sides of the aisle have seized on the remarks. Newt Gingrich and Rick Santorum both produced the toy while giving stump speeches in Louisiana Wednesday.
Gingrich, who was speaking in Lake Charles, La., handed the toy to a boy in the front row of his event and quipped, "you can now be a presidential candidate."
Santorum, meanwhile, argued that voters were looking for someone "who writes what they believe in stone," and not an "Etch a Sketch candidate" during a stop in Mandeville, La.