Hammacher Schlemmer began prominently featuring new inventions in their catalog in the 1930s, beginning with the first pop-up toaster and portable radio in 1930. Other products included outdoor grills, several different types of coffee makers and rhinestone dog collars. In 1945, William F. Schlemmer died at the age of 67, leaving his wife, Else, in charge of the company. In 1948, Hammacher Schlemmer celebrated its 100-year anniversary with the introduction of the first automatic steam iron and the electric broom. Else did not have any children, and in 1952 she executed a will naming more than 100 Hammacher Schlemmer employees as beneficiaries. She died in 1955, leaving an estate worth approximately $473,000.
