Table of Contents
Introduction
Kenner Products, often simply known as Kenner, is a name that resonates deeply with toy enthusiasts and collectors worldwide. Founded in 1947, Kenner has been instrumental in shaping the toy industry and bringing joy to generations of children. From creating the iconic Star Wars action figures to revolutionizing the toy market with innovative products, Kenner's legacy is a testament to creativity, innovation, and the power of imagination.
The Early Years
Kenner Products was founded in 1947 by Albert, Phillip, and Joseph L. Steiner in Cincinnati, Ohio. The company was named after the street where the original corporate offices were located, Kenner Street. The Steiner brothers, with a background in plastics and manufacturing, ventured into the toy business with a clear vision of creating fun and engaging products for children.
In its early years, Kenner focused on producing simple toys such as bubble-making machines and craft kits. The company's first major success came with the introduction of the "Bouncing Putty" in the late 1940s. This innovative product, which could be stretched, bounced, and molded, quickly gained popularity and set the stage for Kenner's future successes.
The Rise to Prominence
The 1960s marked a period of significant growth and innovation for Kenner. In 1963, the company introduced the "Give-A-Show Projector," a toy that allowed children to project images on a wall using a small hand-cranked device. This product became immensely popular and established Kenner as a major player in the toy industry.
Kenner's breakthrough moment came in 1966 with the introduction of the "Easy-Bake Oven." This revolutionary toy, which allowed children to bake real cakes and cookies using a light bulb as a heat source, became an instant hit. The Easy-Bake Oven won numerous awards and accolades, solidifying Kenner's reputation for innovation and creativity.
The Star Wars Phenomenon
Kenner's most significant contribution to the toy industry came in 1977 with the release of the Star Wars action figures. In anticipation of the release of George Lucas's blockbuster film "Star Wars," Kenner secured the licensing rights to produce toys based on the movie. However, the demand for Star Wars toys far exceeded expectations, and Kenner found itself unable to meet the holiday season demand in 1977.
In response, Kenner introduced the now-famous "Early Bird Certificate Package," which allowed customers to pre-order the action figures and receive them later in 1978. This innovative marketing strategy not only kept fans engaged but also set a precedent for future toy releases. The Star Wars action figures became a cultural phenomenon, and Kenner sold millions of units, forever changing the landscape of the toy industry.
Expansion and Diversification
Buoyed by the success of the Star Wars line, Kenner continued to expand its product offerings throughout the 1980s and 1990s. The company secured licensing deals for other popular franchises, including "The Six Million Dollar Man," "Super Powers," "Ghostbusters," "Batman," and "Jurassic Park." Each of these product lines achieved significant success, further cementing Kenner's status as a leader in the toy industry.
In addition to licensed properties, Kenner also developed original toy lines that captured the imaginations of children. Notable examples include "M.A.S.K. (Mobile Armored Strike Kommand)," a line of transforming vehicles and action figures, and "Centurions: Power Xtreme," a series of action figures with interchangeable parts. These original creations showcased Kenner's commitment to innovation and creativity.
The Acquisition by Hasbro
In 1991, Kenner was acquired by the toy giant Hasbro. The acquisition was part of Hasbro's strategy to strengthen its position in the toy market and expand its portfolio of popular brands. Under Hasbro's ownership, Kenner continued to produce successful toy lines, but the brand's identity began to be absorbed into the larger Hasbro umbrella.
Despite the corporate changes, Kenner's legacy lived on through its iconic products and the impact it had on the toy industry. The innovative spirit and creativity that defined Kenner continued to influence Hasbro's approach to toy design and marketing.
The End of an Era
In 2000, Hasbro made the decision to retire the Kenner brand name and fully integrate its operations into Hasbro's existing structure. While the Kenner name may no longer appear on toy packaging, its influence and legacy are still felt in the industry today. Many of the innovative practices and marketing strategies pioneered by Kenner continue to shape the way toys are developed and sold.
Kenner's Lasting Impact
Kenner Products left an indelible mark on the toy industry and popular culture. The company's commitment to innovation, creativity, and quality made it a beloved name among children and collectors alike. The impact of Kenner's products, particularly the Star Wars action figures, cannot be overstated. These toys not only became cherished possessions for millions of fans but also set new standards for licensing and merchandising in the entertainment industry.
Kenner's legacy is also evident in the continued popularity of vintage Kenner toys among collectors. Items such as the original Star Wars figures, the Easy-Bake Oven, and the M.A.S.K. vehicles are highly sought after and command premium prices in the collector's market. The nostalgia and fond memories associated with Kenner products ensure that the company's legacy will endure for generations to come.
Conclusion
The story of Kenner Products is one of innovation, creativity, and enduring impact. From its humble beginnings on Kenner Street to becoming a powerhouse in the toy industry, Kenner's journey is a testament to the power of imagination and the joy that toys can bring. While the brand may no longer exist in name, its spirit lives on through the iconic products and the lasting memories it created. For toy enthusiasts and collectors, Kenner will always be synonymous with the magic of childhood and the wonder of play.