During a week when two of the biggest movies out are Power Rangers and CHiPs, it’s easy to succumb to the belief that there’s truly nothing new under the sun.
Then along comes The Scratch & Sniff Book of Weed.
It looks like a children’s book, with a bright yellow cover, hand-drawn illustrations and those thick cardboard pages that little hands can easily flip. But the content is decidedly adult, with tiny chapters on everything from “The Botany of Buzz” to the legalization movement to weed in the bedroom.
The book, which will, of course, be released on April 20, was a collaboration between pop culture writer Eve Epstein and marketing guru Seth Matlins, both of Los Angeles.
“I am a big advocate of what the plant can do for people medically and recreationally,” Matlins said. Plus, ever since he listened to Pink Floyd for the first time, in 1982, he said he’s been a “big fan.”
Matlins is one of the minds behind the Rock the Vote movement of the 1990s. He spearheaded the Truth in Advertising Act, which aims to curb the use of Photoshop and other deceptive practices that contribute to self-esteem issues. Now he works for one of the biggest talent agencies in the country, where he connects big brands to social causes.
So Matlins couldn’t help but emphasize themes of diversity and acceptance, even in a scratch and sniff book about weed.