Hasbro Brings Back Easy-Bake Aqua Color

PAWTUCKET, R.I. – As part of a massive promotion to celebrate the 45th anniversary of the iconic Easy-Bake oven, Hasbro (NYSE: HAS) is searching for the next Easy-Bake Baker of the Year. The EASY-BAKE 2009 “Baker of the Year” contest invites kids to enter with their baking “sous chef” parents, grandparents, aunts or uncles.

Winners will compete next May at Walt Disney World and win a foodie trip to San Francisco.”For the past 45 years, the EASY-BAKE Oven has given kids their first baking experience,” said Meg Luby, vice president of U.S. marketing for Hasbro, in a Business Wire press release. To enter the contest, children ages 8 through 12, along with their “sous chef,” will log onto www.easybake.com and submit new recipes, using one or more mixes. In addition to submitting a copy of their recipe, entrants must upload a photo that features their creation, themselves and their “sous chef.”

The classic side-loading oven that bakes with a light bulb returns to let bakers-in-the-making whip up tasty snacks for friends and family, including cakes, brownies and cookies. This fall, in honor of its 45th birthday, the brand will cook up a new look by bringing back its original aqua color! The oven comes with three different mixes, two baking pans, two utensils, a pan pusher, two warming cups and recipes/instructions. One 100-watt standard light bulb is required but not included.

The ovens have cult following, even among manly men chefs (Bobbie Flay is said to be a fan). Youtube.com has lots of user-demonstration videos, including this video from TBO.com. In the video, The Tampa Tribune’s Jeff Houck and Rommie Johnson attempt to cook an entire holiday meal in a video produced by Ryan Bauer.

Hasbro is the current producer of the Easy-Bake Oven. It was first made by Kenner Toys. Kenner was later Kenner Parker, acquired by Tonka in 1987. Under Tonka management, Kenner Products was reconstituted as a division. Hasbro purchased Tonk, including Kenner, in 1991.


  • Garland Pollard

    J. Garland Pollard IV is editor/publisher of BrandlandUSA. Since 2006, the website BrandlandUSA.com has chronicled the history and business of America’s great brands.

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