How a Cincinnati toy company changed the industry by ignoring the source material

Countries & Cities · Published 15 October 2026 Swipe more like this →

In short: Founded in 1946, Kenner Products became a titan of the toy industry by pioneering television marketing and standardizing the 3.75-inch action figure. Yet, its most lasting legacy was a radical shift in design philosophy: moving away from strict adherence to movies and comics toward creative, original toy concepts.

Established in Cincinnati by the Steiner brothers—Albert, Philip, and Joseph—Kenner began as a modest manufacturer before becoming a dominant force in play. The company was named after the street where its initial headquarters stood, near the Cincinnati Union Terminal. By 1958, Kenner was already an early adopter of television advertising, a strategy that helped propel iconic products like the Easy-Bake Oven and the Spirograph into American homes.

The company's trajectory shifted significantly in 1976 when it secured the rights to produce Star Wars merchandise after the Mego Corporation passed on the opportunity. This deal led to the creation of the 3.75-inch action figure, a size that quickly became the industry standard. However, Kenner’s approach to licensing evolved over time. While early lines like the Super Powers Collection were meticulously modeled after official style guides, later projects like The Real Ghostbusters and the Dark Knight Collection prioritized unique action features and original designs over strict faithfulness to the source material.

This design evolution was not without its risks. By the late 1990s, the company faced challenges with overproduction and shifting market tastes. Following a merger with Tonka and a subsequent acquisition by Hasbro in 1991, Kenner’s Cincinnati operations were eventually shuttered in 2000. Despite the closure, the brand’s influence persists; Hasbro has since revived the Kenner name for its vintage-style Star Wars lines, proving that the company’s impact on toy design remains a touchstone for collectors and manufacturers alike.

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