If your Philips toaster smells during the first usage, please find out how to solve it here.
There is some dust on the heating elements
Before using the toaster for the first time use, some dust may have accumulated on the heating elements, and this could cause a smell. This is normal.
To resolve this, we recommend that you let the appliance complete a few toasting cycles without bread on the highest setting in a properly ventilated room. This will burn off any dust that may have accumulated on the heating elements and will prevent unpleasant smells when toasting bread.