The technology behind it is called "Micro Encapsulation" where tiny droplets of the scent are encapsulated in a membrane and embedded on the paper. When it is scratched, some of the capsules break and release the scent. Apparently the technology has been there since 1970. The prices are also very reasonable, here's one manufacturer's price list. I wonder why I don't see it more often.
And how about extending it to "Scratch & Taste"? Don't be surprised when you see someone licking an ice cream packet the next time you visit the store. Of course the stickers would have to be "Peel - Scratch - Taste & Throw" labels. :)
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