• Los Angeles Times, Wednesday, September 5, 2007 10:31 AM

The Los Angeles Times is planning to run a full-page ad for the Fox-Walden film "Mr. Magorium's Wonder Emporium" this Sunday that, when scratched, will release "the universally beloved frosted cake scent," it says.

"Mr. Magorium"--starring Natalie Portman and Dustin Hoffman--is about a magical toy store, and the aroma is supposed to remind readers "to be young and have fun."

Jeffrey Godsick, president of marketing at Fox Walden, says the newspaper approached the studio about "doing something that engaged people in a different way." Newspapers are especially interested in scent marketing because they've "got to add some bells and whistles" as advertisers and readers migrate to other mediums, says Harald Vogt, founder of the Scent Marketing Institute. "There's no way you can block out a scent."

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