Bernard Loomis - The Kenner Years and Star Wars (1970 - 1984)


While at General Mills' Kenner division, Loomis helped transform that company's fortunes around, transitioning it into the world's largest toy company as he had done earlier at Mattel. He helped develop and market several popular brands, including The Six Million Dollar Man, The Bionic Woman, Play-Doh, Baby Alive, and others.

Loomis's connection with Star Wars began after he read an article in The Hollywood Reporter about the film still in production. He was fascinated by the name, but Kenner wasn't interested in any other boys' toys properties at the time since they manufactured the still-popular Six-Million Dollar Man toyline and developing another based on Man from Atlantis. When the movie came out in 1977, there were no toys connected to Star Wars, so Loomis pursued the license from Twentieth Century Fox and Lucasfilm. He was also the person responsible for the "Early Bird" diorama set for Christmas 1977, which promised the holder would get figures when they first come out in early 1978. The set sold over 500,000 orders.

In 1981, Loomis founded the Manufacturing and Design (MAD) group at General Mills, which was responsible for developing new toy properties and strengthening existing ones. MAD launched a deal with American Greetings to develop and license properties such as Strawberry Shortcake and Care Bears.

Read more about this topic:  Bernard Loomis, The Kenner Years and Star Wars (1970

Other related articles:

... There was a four-year gap between the end of the second season and the beginning of the third ... In 1980, the show's host, Kiko Ledgard, had near-lethal accident, and though he survived, the brain damage he sustained spelled the end of his entertainment career ...

... Dead Wrong The John Evans Story Convicted of murder and set for execution, John Evans tells his story to the prison chaplain ... Welcome Home, Jellybean The story of Geraldine Oxley, a 12-year-old retarded girl whose parents remove her from the institution where she's been raised in order to give her a normal-as-possible home life ...

... Moody taught at Southern Baptist Seminary ... He aroused controversy as to whether he supported the Baptist principle of "perseverance of the saints" (from Hebrews 64–6) ...