(CNN) - Mitt Romney may be sick of hearing about the Etch A Sketch, but the children's toy maker, Ohio Art, is enjoying the spotlight.
As Romney's competitors, Newt Gingrich and Rick Santorum, show no sign of dropping their Etch A Sketch attack on the former Massachusetts governor, the Ohio company says its stock price and sales surged on Wednesday and Thursday.
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"Happy to see Etch A Sketch, an American classic toy, is DRAWING attention with political candidates as a cultural icon and important piece of our society. A profound toy, highly recognized and loved by all, is now SHAKING up the national debate. Nothing is as quintessentially American as Etch A Sketch and a good old fashion political debate," said Martin Killgallon, the company's marketing vice president, in a statement.
The Etch A Sketch uproar began when Eric Fehrnstrom, a senior Romney adviser, said on CNN's "Starting Point" Wednesday morning that the campaign would "hit a reset button" to take on President Barack Obama in the fall if Romney wins the GOP nomination.
"It's almost like an Etch A Sketch – you can kind of shake it up, and we start all over again," Fehrnstrom said.
Romney's rivals seized on the comment, saying it builds on the perception of Romney by some that he has flip flopped on issues.
"We are pleased with the added attention being drawn to Etch A Sketch which is truly one of the most recognizable, iconic and fun toys ever developed," Killgallon said.