All of a sudden everyone remembers it.
Twist, turn. Twist, turn. Make a line; make a picture. Unhappy with the outcome? Shake it and start over again.
Since 1960 Etch A Sketch has been one of those classic toys that most everyone plays with in elementary school, then leaves behind.
And then, a verbal gaffe by a Mitt Romney strategist named Eric Fehrnstrom made the iconic red-framed toy the talk of the Republican campaign.