Singaporean designer Jaren Goh said:
… we have evolved from cumbersome cellphones to the slim and chic cellphones. Bulky set top box television to the desirable slender plasma screen. We have leaped tremendous folds in pursuing better design for these products and yet why products like the toasters have not progressed much in the past 80 years? Could we perhaps design a toaster that is sleek, compact and modern? Or perhaps new ways of toasting bread?