After
years relentless exploitation, this advertising line was
beginning lose its appeal.
The Edicraft products were the ultimate style
and performance, representing "the final achievement years
21
of research and experiment.
Failure followed the wake R&D committee. The public did not seem care
that these were Edison toasters and the hard times the Great
Depression reduced the market for premium priced kitchen
appliances. The great future for consumer durables did not
materialize. The Edicraft division did not meet the
expectations the management TAE Inc. They not have the flair the
work Peter Behrens for AEG, the dramatic clarity of
Gerhard Marck's designs for coffee makers." The products were two years in
the development stage and claimed radical improvements on
the existing toasters and coffee makers the market. The siphonator was
portrayed "the first real improvement coffee making 25
22
years. The Edicraft
products are conservative renditions new style in
industrial design. The
. The new
feature the toaster was that could toast both sides of
two pieces bread simultaneously.Xiv-ll
advertising material striking example tasteful art
deco. Although these designs were simple and elegant, they
were way revolutionary." These products bore Edison's image, his famous
signature, and his personal assurance that these were the only
toasters and coffee makers developed his laboratories
