The Etch A Sketch toy was invented in the late 1950s by André Cassagnes, in his basement. He called it "L'Ecran Magique", the magic screen. In 1959, he took his drawing toy to the International Toy Fair in Nuremburg, Germany. The Ohio Art Company saw it but had no interest in the toy. When Ohio Art saw the toy a second time, they decided to take a chance on the product. The L'Ecran Magique was soon renamed the Etch A Sketch and became the most popular drawing toy in the business. After a complex series of negotiations, The Ohio Art Company launched the toy in the United States in time for the 1960 holiday season with the name "Etch A Sketch". Ohio Art supported the toy with a televised advertising campaign. Etch a Sketch was manufactured in Bryan, Ohio until the company moved the manufacturing plant to Shenzhen, China in 2001.