Vintage Toronto Ads: Be Sure of Your Radiantubes and Thermizers

Originally posted on Torontoist on June 17, 2008.

Vintage Ad #559: Be Sure of the Features on your Frigidaire Stove

Maclean’s, August 1, 1949.

If this spacious stove were marketed today, what expression would the customer service rep at your friendly neighbourhood big box retailer display if you asked them about the radiantube and thermizer specs?

A division of General Motors for 60 years, Frigidaire set up shop in Leaside in 1933 when it purchased most of the former Durant Motors property. The company opened a second plant along the Golden Mile in Scarborough in 1952, one of the first manufacturers to establish themselves in the rapidly-developing area. Both plants operated until 1958 when the Leaside property was sold to Canada Wire and Cable, who had purchased the remaining Durant property back in the 1930s. The Scarborough facility gradually switched to automotive manufacturing, shifting to GM’s Delco division in 1968. Six years later it became a van plant and operated until 1993, after which the facility was demolished and redeveloped as Eglinton Town Centre.