The Los Angeles Times and Fox Walden announced that the paper will feature the first ever ad using scented ink to uniquely tout the 20th Century Fox release of a Walden Media and Mandate Film Mr. Magorium's Wonder Emporium opening nationwide on November 16th. Starring Academy Award winner Dustin Hoffman and Academy Award nominee Natalie Portman, Mr. Magorium's Wonder Emporium is the story of the strangest, most fantastic, most wonderful toy store in the world and the equally fantastic and wonderfully innovative ad will debut in the paper's annual Fall Movie Sneaks section on September 9th. 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.

"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," said Dave Murphy, executive vice president and general manager of the Los Angeles Times Media Group. "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."

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. Written and directed by Zach Helm, Mr. Magorium's Wonder Emporium (http://www.magorium.com) centers around a magical toy store that only asks one thing of its customers; you must believe it to see it.

"'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."

Mr. Magorium's Wonder Emporium was released November 16th, 2007 and stars Ted Ludzik, Natalie Portman, Zach Mills, Dustin Hoffman, Madalena Brancatella, Paula Boudreau, Mike Realba, Steve Whitmire. The film is directed by Zach Helm.