Mr. Magorium's Wonder Emporium lets readers smell cake.

Mr. Magorium's Wonder Emporium is running an ad in The Los Angeles Times this Sunday which smells like cake. Yep, it's a scratch and sniff dealio - much like modern perfume ads - where the ad is printed with a soy-based ink that emits the smell of cake weather you scratch it or not. Neat.

Mr. Magorium

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