The Los Angeles Times will feature the first ever advertisement using scented ink in promotion of this November's kids' movie Mr. Magorium's Wonder Emporium. The whimsical film stars Dustin Hoffman as Mr. Magorium, the kooky owner of a magical toy shop. ComingSoon continues:

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.

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. "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."

How cool is a scratch-and-sniff movie ad? It's gimmicky and, in my prediction, probably unnecessary since I think this movie will do well anyway, but I must say I appreciate the fun idea. Check out the super-cute trailer for Mr. Magorium's Wonder Emporium before it opens November 16.

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