Kenner Products

Kenner Products, commonly called Kenner, was an American toy company and is now a brand within Hasbro. Founded in Cincinnati, Ohio, in 1946 by brothers Albert, Philip, and Joseph L. Steiner, the company developed a broad portfolio of toys ranging from construction sets and projectors to baking, drawing, model-making, action-figure, and die-cast products. Its name came from Kenner Street, near the location of its original offices. Kenner became particularly influential because it combined toy design with mass television marketing. Beginning in 1958, it was an early and important user of television advertising to sell toys across the United States. The company also developed recognizable corporate branding, including the Kenner Gooney Bird mascot and the slogan “It’s Kenner! It’s fun!” The Gooney Bird appeared in a 1968 Easy-Bake Oven advertisement created with Jim Henson; the puppet was later adapted into Little Bird on Sesame Street. The company’s early product successes included the Bubble-Matic bubble gun, Girder and Panel construction sets, the Give-a-Show projector, the Easy-Bake Oven, Electric Mold Master, and Spirograph. In 1971, General Mills incorporated its Rainbow Crafts division into Kenner, bringing Play-Doh into the company’s product portfolio. Kenner’s most consequential business decision came in the mid-1970s, when it obtained the toy license for the original Star Wars films after Mego declined the opportunity. Kenner’s 3.75-inch action figures, vehicles, playsets, and accessories established a format that became a major industry standard and demonstrated the commercial power of film-based toy licensing. Kenner expanded its licensed entertainment business through properties such as The Six Million Dollar Man, Alien, Ghostbusters, Batman, DC Comics superheroes, and Jurassic Park. The Super Powers Collection, produced from 1984 to 1986, became a notable example of comic-book action-figure design, while The Real Ghostbusters line used original costumes, characters, and action features inspired by the animated series rather than simply reproducing screen designs. Kenner also developed the Starting Lineup sports figure line and briefly entered die-cast vehicles with Fast 111’s. The company changed ownership several times. General Mills acquired Kenner in 1967 and later spun its Kenner and Parker Brothers toy divisions into Kenner Parker Toys in 1985. Kenner Parker was acquired by Tonka in 1987, and Hasbro acquired Tonka, including Kenner, in 1991. Hasbro eventually consolidated Kenner operations and closed the Cincinnati offices in 2000, merging the product lines into its broader organization. The Kenner name was revived as a heritage brand in 2010 with Star Wars: The Vintage Collection, whose packaging and presentation recalled the original Kenner Star Wars releases. Kenner therefore remains historically active as a Hasbro brand, even though the independent company and its Cincinnati operating structure no longer exist.

Kenner Products was established in Cincinnati, Ohio, in 1946 by Albert, Philip, and Joseph L. Steiner. The company took its name from Kenner Street, where its original offices were located. Its early business centered on toys that encouraged physical, creative, or imaginative activity, including the Bubble-Matic bubble gun and later Girder and Panel construction sets. Kenner was an early adopter of television as a national toy-marketing medium. It began using television advertising in 1958, helping establish a model in which a toy could be promoted directly to children and families through memorable demonstrations and characters. In 1962, the company introduced the Kenner Gooney Bird mascot and the advertising slogan “It’s Kenner! It’s fun!” A 1968 Easy-Bake Oven advertisement made with Jim Henson used a Gooney Bird puppet; the puppet was subsequently adapted as Little Bird for Sesame Street. The company broadened its portfolio during the 1950s and 1960s. Major introductions included the Give-a-Show projector in 1959, the Easy-Bake Oven and Electric Mold Master in 1963, and Spirograph in 1966. General Mills acquired Kenner in 1967. In 1971, General Mills merged Rainbow Crafts into Kenner, adding Play-Doh to the business. General Mills later combined and spun off Kenner and Parker Brothers as Kenner Parker Toys in 1985; the new company subsequently sold its Lionel Trains division. Kenner’s defining turning point was its entry into licensed entertainment merchandise. In 1976, after Mego declined the opportunity, Kenner secured rights to produce toys based on the original Star Wars trilogy. Its 3.75-inch action figures and associated vehicles and playsets became a landmark product system. The compact scale, large character assortment, and compatibility with vehicles and environments helped make the format an industry reference point. Kenner also produced merchandise for The Six Million Dollar Man and Alien. During the 1980s, Kenner continued to mix licensed properties with original product concepts. The Super Powers Collection, released from 1984 to 1986, translated DC Comics superheroes into action figures with character-specific mechanisms. The company commissioned comic-book creators, including Jack Kirby and George Pérez, in connection with some character designs. The Starting Lineup sports figure line arrived in 1988. Kenner Parker was acquired by Tonka in 1987, after which Kenner operated as a Tonka division. The Real Ghostbusters line, tied to the animated series that followed the Ghostbusters film, became one of Kenner’s important late-1980s action-figure businesses. Rather than restricting every figure to an exact screen appearance, Kenner developed new costumes, weapons, ghost characters, and action functions. This approach influenced the design of later licensed action-figure ranges, which could use familiar characters while expanding them with toy-specific concepts. Kenner launched The Dark Knight Collection in 1990 and continued developing Batman, Superman, and other DC-related lines. Hasbro acquired Tonka in 1991, including Kenner. Kenner later produced Jurassic Park merchandise, although the 1998 Chaos Effect line performed below expectations and a planned follow-up series was cancelled. Weak sales of some licensed products, together with the overproduction and poor sales associated with Star Wars: Episode I—The Phantom Menace merchandise, contributed to Hasbro’s decision to reduce and consolidate Kenner operations. In 2000, Hasbro closed the Cincinnati offices, transferred some employees, and eliminated other positions; Kenner’s product development was absorbed into Hasbro. The brand was not entirely abandoned. Hasbro revived the Kenner identity in 2010 through Star Wars: The Vintage Collection, using retro-inspired carded packaging and modernized, highly poseable figures. Kenner is therefore best understood today as a Hasbro-owned heritage toy brand whose historical significance rests on licensed action figures, television-driven marketing, and the creation of a durable Star Wars toy format.

1. 2010Star Wars: The Vintage Collection revives Kenner design cues

   Hasbro launches a Star Wars collection using packaging inspired by classic Kenner releases.

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2. 2000Kenner’s Cincinnati operations are consolidated

   Hasbro closes Kenner’s Cincinnati offices and merges the brand’s product development into Hasbro.

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3. 1998Jurassic Park: Chaos Effect is released

   Kenner releases the Jurassic Park: Chaos Effect range, whose sales underperform expectations.

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4. 1991Hasbro acquires Tonka

   Kenner enters Hasbro’s portfolio through Hasbro’s purchase of Tonka.

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5. 1990The Dark Knight Collection launches

   Kenner begins its first major Batman toy line, drawing heavily on the 1989 film.

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6. 1988Starting Lineup launches

   Kenner introduces its sports action-figure collectible line.

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7. 1987Tonka acquires Kenner Parker

   Kenner becomes a division of Tonka after the acquisition.

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8. 1985Kenner Parker Toys is formed

   General Mills spins off Kenner and Parker Brothers as Kenner Parker Toys.

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9. 1984Super Powers Collection begins

   Kenner launches its DC Comics superhero action-figure line.

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10. 1976Kenner secures the Star Wars toy license

    Kenner obtains rights to produce toys based on the original Star Wars trilogy.

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11. 1971Rainbow Crafts is integrated into Kenner

    Play-Doh enters Kenner’s product portfolio through General Mills’ integration of Rainbow Crafts.

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12. 1967General Mills acquires Kenner

    Kenner becomes part of General Mills.

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13. 1966Spirograph launches

    Kenner releases the geometric drawing toy Spirograph.

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14. 1963Easy-Bake Oven and Electric Mold Master launch

    Kenner adds two influential creative and role-play products to its portfolio.

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15. 1958Television advertising becomes a major marketing tool

    Kenner begins using television advertising to market toys nationally.

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16. 1957Girder and Panel construction sets launch

    Kenner introduces a construction-toy system based on structural girders and panels.

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17. 1946Kenner is founded in Cincinnati

    Albert, Philip, and Joseph L. Steiner establish Kenner Products in Cincinnati, Ohio.

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Kenner was positioned around imaginative play, recognizable entertainment licenses, television-led toy marketing, and action-oriented play features. Its strongest historical identity is as a creator of highly collectible licensed action figures and vehicles, especially the original Star Wars format.

• Easy-Bake OvenRole-play and creative toy1963

  Introduced in 1963, the Easy-Bake Oven turned baking into a child-oriented play experience using a compact toy oven. It became one of Kenner’s best-known products and an important example of the company’s emphasis on imaginative domestic role play and demonstrable television advertising.

• SpirographCreative and educational toy1966

  Spirograph, introduced by Kenner in 1966, uses interlocking geometric components to create repeating mathematical designs. The product connected drawing, pattern-making, and hands-on experimentation, becoming one of the company’s enduring non-licensed toy concepts.

• Star Wars action figures and playsetsLicensed action figures and playsets1977

  Kenner’s Star Wars range began in the late 1970s after the company obtained the rights to merchandise the original film trilogy. Its approximately 3.75-inch figure format, vehicles, playsets, and broad character assortment transformed licensed film toys and helped establish a collectible scale that influenced the wider action-figure industry.

• Super Powers CollectionLicensed superhero action figures1984

  Produced from 1984 to 1986, the Super Powers Collection adapted DC Comics superheroes into compact figures with character-specific action mechanisms. Kenner worked from established character references while adding play features, and the line is remembered for its sculpting, packaging, vehicle range, and collaboration with notable comics creators.

• The Real GhostbustersLicensed action figures1986

  Kenner’s The Real Ghostbusters line accompanied the animated series beginning in 1986. The company soon expanded beyond direct reproductions of the cartoon, creating original costumes, weapons, ghost characters, and action features. This approach gave the line a distinctive toy-driven identity while retaining the recognizable Ghostbusters property.

• Starting LineupSports action figures and collectibles1988

  Starting Lineup, introduced in 1988, was Kenner’s sports-focused action-figure collectible line. It extended the company’s figure expertise into licensed athlete merchandise and helped connect action-figure collecting with professional sports fandom.

• The Dark Knight CollectionLicensed superhero figures and vehicles1990

  Launched in 1990, The Dark Knight Collection was Kenner’s first major Batman line and was designed to capitalize on the success of the 1989 Batman film. It included figures and vehicles such as the Batmobile and Batplane, and was followed by later Batman lines drawing from films, animation, and comics.

• Jurassic Park: Chaos EffectLicensed dinosaur action toys1998

  Released in 1998, Jurassic Park: Chaos Effect was a Kenner dinosaur and character-toy range connected to the Jurassic Park property. The line did not meet sales expectations, and a planned Night Hunter follow-up was cancelled.

• 2010Star Wars: The Vintage Collection

  International markets

  Hasbro used retro-inspired carded packaging and modern figure engineering to evoke the original Kenner Star Wars presentation.

  Outcome. The initiative re-established Kenner as a heritage reference within Hasbro’s Star Wars business.

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• 1968Easy-Bake Oven Gooney Bird advertising

  United States

  Kenner commissioned Jim Henson to create an Easy-Bake Oven advertisement featuring a Gooney Bird puppet.

  Outcome. The puppet was later repurposed as the Sesame Street character Little Bird.

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• 1962Kenner Gooney Bird branding

  United States

  Kenner introduced the Gooney Bird mascot and paired it with the slogan “It’s Kenner! It’s fun!” in advertising and corporate branding.

  Outcome. The mascot became a recognizable part of Kenner’s mid-century identity before being phased out by 1974.

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• 1958National television toy advertising

  United States

  Kenner made television advertising a central part of its national toy-marketing strategy, using demonstrations and memorable brand presentation to reach children and families.

  Outcome. The approach helped make Kenner an early pioneer of television-led toy merchandising.

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• 2010Revive Kenner branding through Star Wars: The Vintage CollectionProduct launch

  Hasbro sought to appeal to collectors and longtime Star Wars fans through packaging and presentation associated with the classic Kenner era.

  What changed. Hasbro launched modern, highly poseable Star Wars figures in packaging modeled on the original Kenner carded format.

  Aftermath. The Kenner name continued as a heritage and nostalgia reference within Hasbro’s Star Wars portfolio.

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• 2000Consolidate Kenner into HasbroStrategy

  Hasbro reduced and reorganized its operations after weak performance in parts of the Jurassic Park and Star Wars toy businesses.

  What changed. Hasbro closed Kenner’s Cincinnati offices, transferred some employees, eliminated other positions, and merged Kenner product development into Hasbro.

  Aftermath. Kenner ceased operating as an independent Cincinnati-based company, while selected product identities and historical properties remained within Hasbro.

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• 1986Develop The Real Ghostbusters as an expanded toy universeProduct launch

  Kenner received an opportunity to support the animated Ghostbusters property with an action-figure line.

  What changed. Beyond reproducing cartoon designs, Kenner created new costumes, weapons, ghost characters, and action features.

  Aftermath. The approach demonstrated how a licensed toy line could extend a property with original toy-oriented concepts.

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• 1984Launch the Super Powers CollectionProduct launch

  Kenner expanded its licensed action-figure strategy into DC Comics superheroes.

  What changed. It released figures with character-specific action mechanisms and developed associated vehicles and playsets.

  Aftermath. The line became one of Kenner’s most critically regarded action-figure ranges and received recognition from DC Comics.

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• 1976Enter the Star Wars licensing businessStrategy

  Kenner pursued the toy rights for the original Star Wars trilogy after Mego declined the opportunity.

  What changed. The company developed a 3.75-inch action-figure system supported by vehicles, playsets, and accessories.

  Aftermath. The range became a defining success for Kenner and helped make the 3.75-inch scale an industry standard.

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• 2010Hasbro revives the Kenner aesthetic with Star Wars: The Vintage Collection

  Hasbro reintroduced Kenner branding cues through a Star Wars action-figure collection modeled on the packaging and presentation of the original Kenner releases.

  Product launchProduct generation
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• 2000Hasbro closes Kenner’s Cincinnati offices

  Hasbro consolidated Kenner operations and merged its product lines into the wider Hasbro organization. The restructuring included transfers and layoffs in Cincinnati.

  Leadership changeOther
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• 1991Hasbro acquires Tonka and Kenner

  Hasbro purchased Tonka, bringing Kenner into Hasbro’s corporate portfolio.

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• 1987Tonka acquires Kenner Parker

  Tonka acquired Kenner Parker Toys and reconstituted Kenner as a division.

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• 1985Kenner and Parker Brothers are spun off as Kenner Parker Toys

  General Mills separated its Kenner and Parker Brothers toy businesses into a new company.

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• 1971Kenner adds Play-Doh through Rainbow Crafts integration

  General Mills merged its Rainbow Crafts division into Kenner, bringing Play-Doh into Kenner’s product portfolio.

  M&A
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• 1967General Mills acquires Kenner

  General Mills purchased Kenner as part of its expansion into the toy business.

  M&A
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1. Kenner Products