The Toy That Became a Legend

 

QUESTION: When I was 8 years old, I got an Easy-Bake Oven for Christmas. It was the yellow, boxy Mini-Wave model that looked more like a microwave. I loved baking little hockey-puck sized cakes in it. My brother, who was 5 years old at the time, often played with me. One day he said we should try cooking one of the plastic steaks from Mattel Tuff Stuff Play Food set. He pushed dit into the oven’s slot but soon the plastic steak emitted a horrible odor as it melted inside the oven. And that was the end of my Easy-Bake Oven. It seems Easy-Bake Ovens were around for a long time in one form or another. What can you tell me about them, like who invented them and who produced them?

ANSWER: Easy-Bake Ovens were indeed on the market for a long time. In fact, the toy became a legend in its own time. It was one of the first toys that people went crazy over at Christmas.  

It all began back in November of 1963. That was when the Kenner Products debuted its new toy. By using light bulbs as the heat source, the firm was able to convince parents that the Easy-Bake Oven was safe.  

Working mini ovens have been around since the Victorian Era. From the late 19th century, manufacturers produced child-size ovens made of steel or cast iron which used wood pellets or solid fuel for heat. As electric ovens replaced wood-burning ovens in the 1920s, the toy world did the same. In the 1930s, toy-train maker Lionel produced a line of electric toy ovens. In the 1950s, kids coveted little fiberglass-insulated ovens with brand names like Little Lady, Little Chef, and Suzy Homemaker.

While the Easy-Bake Oven wasn’t the first working toy oven, it was the first to use a light bulb as the heat source. It was also first to become a wildly popular trend—every little girl had to have one.

By the early 1960s, Kenner had become a leading toy manufacturer, with salesmen all over the country. The executives at Kenner wanted to make toys that allowed kids to do the same things as adults. For boys, they produced construction sets and for girls, kitchen and baking sets. Although the firm thought of the Easy-Bake Oven came to be thought of as a girls’ toy, they always looked for ways to market it to boys.

Kenner also encouraged its employees to think outside the box. They believed that anyone could come up with a great idea for a toy. So they held brainstorming sessions where any employee pitch an idea. And that’s how the Easy-Bake Oven was born.

The employee with the bright idea for the oven was salesman Norman Shapiro, who demonstrated toys in the Macy’s store in New York City. He got his inspiration for the oven when he saw a pretzel vendor. But instead of cakes, he oven would bake pretzels. The executives loved his idea, but suggested that instead of a pretzel oven, it should be one that backed cakes and cookies.

But at that time electric toy ovens weren’t considered very safe. so Kenner’s creative team had to come up with a solution to overcome parents’ fears. And that solution was to use incandescent light bulbs as the heating source. By using conventional light bulbs, something kids were around every day, they were able to convince parents the toy was safe—even though it got up to 350 degrees Fahrenheit, a standard baking temperature, inside the oven. At first the designers wanted to name it the Safety-Bake Oven to emphasize the safety aspect. But print and radio advertising regulatory agencies told them they couldn’t because it had not safety track record.

The Easy-Bake Oven debuted in November 1963, just in time for the Christmas shopping season. “The first Easy-Bake Oven didn’t look like much of an oven. It was this box that came in turquoise or pale yellow, and a handle on the top. It had a slot that you’d push the pan into, and then a window where you could watch the cake being baked. The cooling chamber on the side had this fake range built over it.”

But its strange appearance didn’t prevent it from becoming the must-have toy of the season. They only had time to manufacture half a million of them before November. The first Easy-Bake Ovens sold out immediately.

Kenner made the Easy-Bake Oven its top advertising priority, placing ads with taglines like just like Mom’s—bake your cake and eat it, too!” in women’s magazines and Archie comics. On television, Easy-Bake commercials appeared not only during Saturday morning cartoons, but also during prime-time programs like “I Love Lucy” and “Hogan’s Heroes.”

Just as quickly as it released the oven, Kenner put out 25 different mixes and mix sets that could be bought separately. Because they were packaged in aluminum foil laminated with polyethylene, the first cake mixes could last two years—a long time for a cake mix.

The Easy-Bake Oven came out in a time when America was in love with technology, particularly appliances and other innovations that made day-to-day chores faster and easier. Engineers at Kenner were constantly attempting to improve the light-bulb cooking technology.

Kenner tempted kids with a variety of cake mixes. Besides cakes and cookies, Easy-Bake mixes eventually offered ways to make your own candy bars, fudge, pecan brittle, pretzels, pizza—and even bubble gum. The company tried all sorts of things—they even came up with a way kids could pop popcorn in the Easy-Bake Oven. But they always went back to cookies and cakes.

In 1967, four years after the Easy-Bake debuted, General Mills acquired Kenner Products, and immediately saw the cross-branding opportunity. The company adapted its Betty Crocker cake mixes for the Easy-Bake Oven: Kids could then make 3.5-inch cakes in popular flavors like Angel Food, Devil’s Food, German Chocolate, Yellow, Butter Pecan, Strawberry, Rainbow Chip, and Lemon.

Twenty years later, Tonka Corporation bought Kenner Products, and then in 1991, Hasbro acquired Tonka. Hasbro also saw the Easy-Bake Oven as a marketing opportunity for other toys, characters, and brands they licensed or partnered with. Instead of making plain mini-cakes, in the early 1990s, kids could also decorate them.

Kids could make a Scooby-Doo-themed cake or a pizza from Pizza Hut. They could make a cake like an Oreo cookie or a McDonald’s apple pie. They even had a My Little Pony mix—basically a chocolate cake, onto which a little baker could place a Little Pony figure on top.

The look of the Easy-Bake oven changed drastically over the years. In the beginning, it was all about the colors that were trendy in the kitchen. In the 1970s, the ovens came in burnt orange, avocado green, and harvest gold. In the late 1970s and 1980s, microwaves became popular, so the Easy-Bake Oven looked more like a microwave. More recent Easy-Bake Ovens have had less to do with the kitchen decor and more to do with what colors and designs kids like, such as pink and purple.

Engineers at Kenner constantly attempted to improve the light-bulb cooking technology. Originally, the Easy-Bake Oven used two 100-Watt incandescent light bulbs, one on top and one on bottom, so it would heat the cake evenly on both sides.. Engineer Charles Cummings figured out how to design the inside of the Easy-Bake Oven so it worked like a convection oven, using only one light bulb. This made the Easy-Bake Oven smaller and easier to produce and ship. In the late 1970s, Kenner introduced the Super Easy-Bake Oven, a larger version that came with two pans, a regular-size Easy-Bake cake pan and a larger one.

Because the Easy-Bake Oven was rated as safe for children 8 and older, Kenner hoped to find a way to market it to kids as young as 4. Also in the 1970s, they produced the Warm-Bake Oven, which used hot water. There was a tray parents could fill with hot water. The young baker then put the cake batter in a sealed container and slid it in the oven, dipping it into the water. The hot water would then cause the dough to rise. The firm even tried  another version—the 3 Minute Cake Baker—that vibrated to help the dough rise. And so the legend continued.

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An Iconic Toy That’s Lasted Over a Century

QUESTION: When I was a kid back in the 1950s, one of my favorite toys was my set of Lincoln Logs. I have a little grandson now and was doing some Christmas shopping the other day when I noticed a set of Lincoln Logs on the shelf. I didn’t know they still made them. So I bought him a set. I hope he gets as much enjoyment from them as I did. Can you tell me anything about this classic building toy? How did it get its start?


ANSWER: Lincoln Logs have long been a favorite toy of little boys. And they didn’t just appear in the 1950s. In fact, they appeared in stores sometime between 1916 and 1918 when John Lloyd Wright was working with his famous architect father, Frank Lloyd Wright. He based the model for the toy on the foundation structure of the Imperial Hotel in Tokyo, designed by his father, consisted of interlocking wooden beams.

When he returned to the U.S., John Wright organized The Red Square Toy Company, named after his father's famous symbol, and began marketing the toy in 1918. He obtained a U.S. patent for it on August 31, 1920, for a "Toy-Cabin Construction". Soon after, he changed the name of his company to J. L. Wright Manufacturing. The original Lincoln Log set came with instructions on how to build Uncle Tom's Cabin as well as Abraham Lincoln's cabin. Subsequent sets were larger and more elaborate. The toy was a hit, following as it did Tinker Toys and Erector Sets introduced a few years before.



This all-American building set consisted of square-notched miniature logs used to build small forts and buildings. The logs measure three quarters of an inch in diameter. Analogous to real logs used in a log cabin, Lincoln Logs come notched so that they may be laid at right angles to each other to form rectangles resembling buildings. Additional parts of the toy set included roofs, chimneys, windows and doors, which bring a realistic appearance to the final creation. Later sets, packaged to build specific theme buildings in which the number of pieces ranged from 120 to 240 pieces, included animals and human figures the same scale as the buildings.

And though the early sets contained pieces made entirely of wood, the company unsuccessfully introduced sets made entirely of plastic in the 1970s, but soon went back to using real wood.

The original Lincoln Log toy set included a set of instructions on how to build the cabin from the book Uncle Tom’s Cabin, as well as instructions for building Abraham Lincoln’s boyhood cabin. The Lincoln Logs became popular quickly, and the basic initial set was soon expanded to include more logs of a greater variety of sizes. With the increased number and sizes of logs, children were able to build much more types of buildings and could exercise their creativity to a much greater extent when playing with the logs.

There’s a disagreement over the origin of the name “Lincoln Logs.” The current distributor of Lincoln Logs, Basic Fun, Inc., claims they were named after former U.S. president Abraham Lincoln because he was born in an old-fashioned log cabin, plus the name invoked patriotism during World War I when Wright invented it. But those friendly with John Lloyd Wright or those who knew people who knew John said the name came from Frank Lloyd Wright’s original name of Frank Lincoln Wright, or even that the name was a play on the term “linking logs,” which is what the logs did.

The toy’s packaging featured a simple drawing of a log cabin, a small portrait of Lincoln and the slogan “Interesting playthings typifying the spirit of America.” Capitalizing on both a nostalgia for the frontier at a time when the United States was becoming increasingly urbanized and a wave of patriotism in the wake of World War I, Lincoln Logs became an instant success.

Originally carved from redwood, the notched building logs are now manufactured from stained pine. Lincoln Logs peaked in popularity during the 1950s when it was among the first toys mass-marketed on television. The toy’s rustic brand tied in perfectly with popular children’s shows such as “Davy Crockett, King of the Wild Frontier” that were watched by tens of thousands of young “baby boomers” on their black-and-white televisions.

John Lloyd Wright sold his company to Playskool in 1943 for only $800. The copyright for Lincoln Logs eventually passed to toy companies Milton Bradley and Hasbro. Since 1991, the rights to produce Lincoln Logs have been licensed by K’NEX, which announced in 2014 that the stackable wooden construction sets would again be manufactured in the United States after years of being produced in China. In late 2017, Basic Fun, Inc., of Florida, bought out K'NEX, when it filed for bankruptcy. Pride Manufacturing, of Burnham, Maine, manufactures Lincoln Logs for Basic Fun. Over 100 million sets have been sold worldwide since the first ones appeared in 1918.

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