Archive for the ‘Matt Wilburn’ Category

We Don’t Bake, And Have A Mortgage, But Maybe You Can Use A $430 ‘Cake Cutter’ From HSN

April 9, 2010

We don't know how it works, but it's expensive

We’re still trying to figure out what the hell it is, and exactly what it does, but HSN will be debuting the Cricut Cake Personal Electronic Cutter April 14. It’s a cake decorating machine, we’re told, that will retail — for $430!

We’re not sure if that will be HSN’s price, but even if there’s a discount, we assume this thing will still be a couple of hundred bucks. Tell you what: We won’t be spending our unemployment check on that.

Here is what HSN saying on its Web site about the item, which will have an online preview April 12.

“From the people who brought you the Gypsy and turned the world of scrapbooking on its head, comes the Cricut Cake Personal Electronic Cutter. Launching exclusively at HSN, this design system is specifically for decorating cakes, cupcakes, cookies and confections – making crafting sweeter than ever!”

Made by Provo Craft, this new device can be used by bakers and crafters. It will launch as HSN’s Today’s Special April 14, and it ain’t cheap.

The HSN-exclusive bundle includes the Cricut Cake, a 12×12 food safe mat, cartridge skirt, cleaning brush, blade cleaning basket, Cake Basics cartridge, the Elegant Cake cartridge as well as icing sheets.

“The bundle will retail for $429.95,” HSN says in its press release, begging the question of what the home shopping network will sell if for.

“We are excited to partner with Provo Craft to introduce Cricut Cake and reinforce our strategy of offering culinary crafters everywhere innovative and unique products,” Nancy Caplan, HSN’s senior vice president of merchandising, said in a canned statement. “Provo Craft represents the quality and innovation that customers have come to expect from HSN and the launch of this exciting new decorating device upholds that tradition.”

The Cricut Cake is an electronic cutter designed to cut gum paste, fondant and other edible materials. Accompanied by the Cricut Cake Basics cartridge, featuring hundreds of images for cake decorating, the Cricut Cake is designed to work with pre-existing Cricut cartridges as well as Provo Craft’s Gypsy and Cricut Design Studio software. It’s good for “all culinary decorating occasions, including birthdays, graduations, weddings and holidays,” we’re told.

The machine is similar in design to the existing Cricut cutting machine; however, specific modifications have been made; stainless steel dials, trim, cutting blade and roller, to make it safe for use with food. Additionally, the keypad features a full silicone cover to protect the screen and allow for easy clean-up.

“Launching new innovations like Cricut Cake on HSN gives us the perfect platform to educate, market and sell our products to a highly engaged consumer,” Provo Craft chief marketing officer Matt Wilburn said in a statement. “Our partnership has been a successful one and we look forward to introducing other exciting products with HSN in the future.”

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