Lots more over at NPR, Grist, and at Crosscut.com where the bureaucratic hoops involved with getting the project off the ground are detailed.

FORBES: Written by Matt Hickman

Then they would help you use a two-man crosscut saw to chop off a piece of wood from a tree stump they had spray painted in red with the Old Spice logo.

WSJ: The Scent of a Lumberjack

Two months later, GumGum went back to Mark with money raised from Crosscut Ventures and Howard Morgan at First Round and new partners, Glam Media and TMZ.

FORBES: VC Blogs You Should Follow (and Why): Mark Suster

For our money, not that we have all that much of it, the highlight of the party and definitely something we had never seen before at an event anywhere, was the Old Spice lumberjacks station with the champion crosscut team of Dave Jewett and Mike Sullivan.

WSJ: The Scent of a Lumberjack