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Easy-Bake loses its bulb

Posted by on Sep. 14, 2011 at 6:48 AM
  • 3 Replies

http://www.centurylink.net/news/read.php?id=18631249&ps=1011&lang=en

PAWTUCKET, R.I. (AP) — This is not the Easy-Bake Oven you remember.

The latest version of the famous toy oven first marketed in 1963 with a carrying handle and a fake stove top is now all curves and purple and snazzy graphics. And — perhaps most shocking of all — it comes with a new instruction: No light bulb necessary.

Chalk it up as an unintended consequence of the federal government's move to phase out the incandescent light bulb. The compact fluorescents that are becoming the new standard for household use are so energy efficient that they're useless in baking a brownie — or any of the other miniature treats the Easy-Bake has been cooking up for nearly 50 years.

Initially, news of the death of the 100-watt bulb prompted rumors that the Easy-Bake might be going the same way. Instead, the toy got its 11th redesign, at the heart of which is a new heating element much like that of a traditional oven.

The forced re-engineering also handed Hasbro an excuse to give the Easy-Bake — which in the 1960s and 1970s came in the era's popular kitchen decor colors — its most modern makeover yet.

"This gave us a reason to do it completely differently," said Michelle Paolino, a vice president of global brand strategy and marketing at Hasbro.

"We wanted it to look more like a real appliance, not a plastic toy," she said.

About the size of a big bread box, the Easy-Bake Ultimate Oven is clearly designed to fit on any kitchen counter, assuming a parent is willing to shell out $49.99, a steep hike from the last model's price tag of $29.99.

He says the new heating element allows for more consistent heat — no hotspots near the bulb — and an overall better bake. There's also no need for parents to open the insides to screw in a bulb.

Perhaps not surprisingly, the redesign has also brought an up-sizing of portions. Cacciola says the heating chamber is about 50 percent larger, and the new rectangular cooking pan, a departure from the traditional round one, can hold more and bigger snacks.

by on Sep. 14, 2011 at 6:48 AM
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Replies (1-3):
resamerie
by Platinum Member on Sep. 14, 2011 at 8:34 AM

 OOoookaaaaay...Sounds like we may as well let the kids use the real oven. Can't the government keep their hands off of anything? Smdh.

Kstahlhood
by Member on Sep. 14, 2011 at 8:39 AM
I like it!
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Mommy_of_Riley
by Jes on Sep. 14, 2011 at 12:36 PM
Looks like I'll be searching for an original for my daughter before they get rid of them...
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