ETCH A SKETCH DRAWS PRIZE PRODUCT PLACEMENT

Oh my god. It's like the most innocuous and child-like of products just became a coca-cola whore. I know it's only right that they get some prominence somewhere but just reading about this makes me sad.

In the movie, the main character, raised by elves, searches out his real family in New York. He uses his Etch A Sketch as a kind of elfin Blackberry. In several scenes, elves in Santa's workshop are seen building Etch A Sketches on an assembly line.

Time Warner's New Line and Ohio Art are dispersing Elf -themed study guides to a million grade schoolers around the country this month, and hundreds of thousands of Etch A Sketches will sport Elf stickers and inserts

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