Scratch-N-Sniff Wallpaper Becomes Reality Remember Willy Wonka and his flavored wallpaper? A company in New Orleans is capitalizing on nostalgia. Jon Sherman, owner of Flavor Paper, discusses his new product.

Scratch-N-Sniff Wallpaper Becomes Reality

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ALEX COHEN, host:

We end today with a new invention, reminiscent of a delicious but totally fictitious confection from the film "Willy Wonka and the Chocolate Factory."

(Soundbite of movie, "Willy Wonka & the Chocolate Factory")

Mr. GENE WILDER (Actor): (As Willy Wonka) Lickable wallpaper for nursery walls. Lick an orange, it tastes like an orange. Lick a pineapple, it tastes like a pineapple. Go ahead, try it.

Unidentified Child #1 (Actor): (As character) Mmm, I got a plum.

Mr. PETER OSTRUM (Actor): (As Charlie Bucket) Grandpa, this banana's fantastic.

COHEN: Well, we are one step closer to that dream of lickable wallpaper now. Thanks to Jon Sherman. His company, Flavor Paper, has released a new line of scratch-and-sniff wallpaper called the Fruit Cocktail Collection. We're joined now by Mr. Sherman, who's in New Orleans.

Welcome to the program.

Mr. JON SHERMAN (Flavor Paper): Thank you.

COHEN: Mr. Sherman, you were kind enough to send us some samples. I've got a few here. Just to describe it, this is the banana one. It's kind of a shimmery, satiny teal color. And there's these Warhol-esque bananas on it. I'm going to do a little scratch-scratch. And it really smells quite strongly, I would say, of bananas. How do you do that?

Mr. SHERMAN: Well, there are micro-encapsulated fragrance oils that are in a water-based slurry that has an adhesive in it. And when you scratch it, you're actually popping some of those micro-capsules and releasing the fragrance oil.

COHEN: I remember having a lot of these scratch-and-sniff stickers when I was growing up. And after a while, if you'd scratch them over and over, they would lose their smell after a time. Is that going to happen with your wallpaper?

Mr. SHERMAN: That is correct. I mean, there are limited number of those micro-capsules, although they number in millions and probably close to the billions on a sheet of wallpaper. They will eventually run out.

COHEN: You've got three scents right now: banana, cherry and tutti-frutti. Any plan for future smells in your wallpaper?

Mr. SHERMAN: We have plans in the near future to do a vanilla-scented cupcake versions and also a New Orleans-themed paper that will be magnolia-scented.

COHEN: How about a Bourbon Street wallpaper where you scratch and sniff and you get the alcohol fumes from drinking a few hurricanes?

Mr. SHERMAN: Well, we don't think that would be too pleasant on your walls.

COHEN: Earlier we took a listen to the clip from "Willy Wonka," and that, of course, was lickable paper. I'm guessing here that licking is not advised.

Mr. SHERMAN: You can lick it. I wouldn't recommend it. It'll generally just taste like paper, for the most part.

(Soundbite of laughter)

Mr. SHERMAN: We do get that all the time, but we realized that if we were to make a lickable wallpaper, the sharing aspect could be somewhat disgusting.

COHEN: Let's say I wanted to do a small bedroom in my house and let's say I was going to go for the tutti-frutti wallpaper. About how much would that cost me?

Mr. SHERMAN: It would depend on your wall size. If you had, you know, a 10 by 10 wall you would need approximately three rolls of wallpaper. And that is actually our most expensive wallpaper, at $450 a roll, because that is an eight-screen print plus the scratch-and-sniff.

COHEN: I'll stick with the paint for now. But thank you very much.

(Soundbite of laughter)

Mr. SHERMAN: You're welcome.

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