Making a very unusual move in its marketing campaign for "Mr. Magorium's Wonder Emporium", Fox-Walden, along with the Los Angeles Times, announced on September 4, 2007 that it would post the first ever ad using scented ink for the film in the paper's annual Fall Movie Sneaks section on September 9.
"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," Los Angeles Times Media Group's executive vice president and general manager Dave Murphy remarked. "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."
To obtain the scent, Times readers can scratch the designated areas of the ad that will allow them to smell a frosted cake scent, made from soy-based ink.
"'Mr. Magorium's Wonder Emporium' is about a magical toy store that comes to life," Jeffrey Godsick, Fox Walden's president of marketing, stated. "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."
Directed by Zach Helm, "Mr. Magorium" follows a young pianist named Molly Mahoney as she inherits a magical toyshop from her eccentric 243-year-old boss, Mr. Magorium. Dustin Hoffman, who plays the titular character in the movie, was noted during an interview with Inside the Actors studio to hint that a song by Death Cab for Cutie would be featured in the soundtrack.