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Majaps Joining Holiday Action

New York — While giving the Mrs. a major appliance for Christmas may send a mixed message, vendors including Samsung, LG and Whirlpool are each shipping fresh fare for the holidays.

From Samsung Electronics America comes a slide-in induction range that uses embedded LED lighting to cast a flame-like glow on pots and pans. The lights grow brighter with higher heat-level settings, providing consumers with a graphic indication of the cooking temperature.

“When we analyzed induction cooking” — a flameless and cool-to-the-touch electro-magnetic cooking technology — “we found that consumers are more comfortable with clear visual cues that show they are controlling the heat level,” said Kevin Dexter, home appliances senior VP.

The range, which also offers a 5.8-cubic-foot capacity and dual-zone heating through the use of a slide-in divider, joins the company’s Chef Collection line that was developed in collaboration with world-class chefs. It carries a suggested retail of $3,699.

For Whirlpool, holiday plans include a new Cabrio top-load laundry pair with an intuitive touch display featuring simple phrases like “what to wash” and “how to wash” to help make laundry less of a chore.

Senior brand manager Jon Hall described the touch display as “a meaningful change for families” that weren’t taking advantage of laundry cycles because they didn’t understand the nomenclature. “We’ve now made it easier for everyone to get the most out of their machine,” he said.

The laundry pair also features a cycle boost to keep colors vibrant longer; a three-sensor monitoring system in the dryer to leave loads moisture-free; a new lint-screen design that removes buildup in one swipe; and a dispense-and-spray technology that eliminates the need to pretreat clothes while remaining gentle on fabrics.

In an extension of its “Every day, care” branding campaign, Whirlpool began touting the products this week in a national TV spot, below, as they became available for sale online.

The models, available in white and Chrome Shadow, carry a suggested retail of $1,199 and will hit retail stores nationwide in November.

Meanwhile, LG Electronics USA is cooking up its own holiday recipe with the expansion of its over-the-range (OTR) microwave line. Four new models now feature the manufacturer’s EasyClean technology — previously available in its ranges only — which allows spills and splatters to be removed using only a damp cloth.

Two top-of-the-line models, the 2.2-cubic-foot LMH2235 and LMHM2237, also feature more powerful ventilation that covers the entire cooktop to help reduce smoke and cooking odor.

“We’re always looking for ways to make families’ lives easier, and keeping the kitchen clean and functional is a big part of that,” said LG marketing chief David VanderWaal.

Suggested retails for the four-step OTR series range from $349 to $499.