With the family-friendly nature of Mr. Magorium's Wonder Emporium probably precluding the possibility of a cutting-edge web campaign featuring clips of Dustin Hoffman trying to blow away the child patrons of his magical toy store with a gun made of enchanted Tinker Toys, the marketers at Fox Walden have decided to instead gently push the envelope of the print medium, bringing the first! ever! ad that uses scented ink to simulate the smell of cake for understimulated LAT readers. Adorable!