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With the family-friendly nature of Mr. Magorium's Wonder Emporium probably precluding the possibility of a cutting-edge web campaign featuring clips of Dustin Hoffman trying to blow away the child patrons of his magical toy store with a gun made of enchanted Tinker Toys, the marketers at Fox Walden have decided to instead gently push the envelope of the print medium, bringing the first! ever! ad that uses scented ink to simulate the smell of cake for understimulated LAT readers. Adorable!

But now that we've mentioned Shoot 'Em Up's baby-blasting promotional innovations, we're already curious as to what New Line's marketers could do with this exciting new technology; maybe they're already planning an ad for their opening weekend that overwhelms a potential ticket-buyers with the stench of gunpowder and freshly spilled blood when they unfold the pages of the Calendar section.

The LAT press release trumpeting their groundbreaking, caketastic collaboration with Fox Walden follows:

The Los Angeles Times To Feature First-Ever Ad With Scented Ink For Fox Walden's "Mr. Magorium's Wonder Emporium" Distinctive and Original Frosted Cake-Scented Ad to Appear in The Times' Fall Movie "Sneak"s September 9th

LOS ANGELES, September 4, 2007 - The Los Angeles Times and Fox Walden today announced that the paper will feature the first ever ad using scented ink to uniquely tout the 20th Century Fox release of a Walden Media and Mandate Film, "Mr. Magorium's Wonder Emporium" opening nationwide on November 16th. Starring Academy Award® winner Dustin Hoffman and Academy Award® nominee Natalie Portman, "Mr. Magorium's Wonder Emporium" is the story of the strangest, most fantastic, most wonderful toy store in the world and the equally fantastic and wonderfully innovative ad will debut in the paper's annual Fall Movie Sneaks section on September 9th. The Times becomes the first major newspaper in the country to successfully present and implement the pioneering application which adds a rich, new dimension to the medium.

Fox Walden seized the opportunity to create new levels of involvement and connection with Southern California's readers and moviegoers and chose the universally beloved frosted cake scent to remind consumers of all ages to be young and have fun.

"The scented ink ad is yet the latest tool The Times is offering its advertisers as they continue to search for new ways to reach, excite and inform L.A.'s market of buzz," said Dave Murphy, executive vice president and general manager of the Los Angeles Times Media Group. "Fox Walden has been a terrific partner as we roll-out this bold concept and underscores our industry leading ability to create unique marketing solutions."

Times readers will be able to scratch designated areas of the "Mr. Magorium" ad, which will emit the frosted cake scent made from soy-based ink. Written and directed by Zach Helm, "Mr. Magorium's Wonder Emporium" ( ) centers around a magical toy store that only asks one thing of its customers; you must believe it to see it.

"'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."