Elizabeth Warren refers to "Etch-A-Sketch senators" in a new… (YouTube )
Etch-A-Sketch's place in the political dialogue may be more permanent than we thought.
A week after the children's drawing toy bedeviled the Mitt Romney campaign, it's being used against another Massachusetts Republican -- Scott Brown.
In a new campaign video (watch below), Democratic Senate hopeful in Massachusetts Elizabeth Warren says that Wall Street and lobbyists "want Etch-A-Sketch senators," suggesting her rival is one of them.
"They want the ones who will clear the screen and change their minds to do whatever Big Money tells them to do," Warren says in the video. "I've been fighting for middle-class families for years, and nothing, nothing will shake that commitment."
The video was filmed at what the campaign called a "grass-roots fundraiser" Sunday.
Etch-A-Sketch emerged as a political weapon when a Romney advisor, Eric Fehrnstrom, invoked the toy in discussing how the dynamics of the campaign would change in the general election.
"I think you hit a reset button for the fall campaign. Everything changes. It's almost like an Etch-A-Sketch. You can kind of shake it up and restart all over again," he said.
Soon Romney's GOP rivals were brandishing the toy at campaign events to argue his conservative positions would be as fleeting as a drawing on the red-rimmed device. Vice President Joe Biden also mentioned it to tweak Romney in a Florida campaign speech Friday.
Fehrnstrom, coincidentally enough, has also worked for Brown, who shocked the political world by claiming the Senate seat once held by the late Edward M. Kennedy in a 2010 special election.
The Brown-Warren race is likely to be one of the hottest Senate contests of 2012, potentially deciding whether Democrats can hold on to their narrow majority in the upper chamber.
Etch-A-Sketch seems to be enjoying the free publicity. AdWeek reports that sales of the toy have jumped 1,556% since last month, and a new ad campaign touts its new role in the "political conversation."