Toymakers, the Economy, and Bernie Loomis in 1981

Here’s a fantastic newspaper article for all of us to enjoy. From this December 9, 1981 newspaper comes an article by Sandra Salmans in which legendary toymaker Bernard Loomis speaks about the “razor/razor blade” sales strategy that has served the toy industry well for so many years.

“New merchandise is key,” Loomis said. “The way to keep properties alive is to come out with new themes and subthemes each year.”

The article goes on to discuss Kenner’s Strawberry Shortcake and Star Wars lines, again illustrating just how much of an action figure line Strawberry Shortcake really was:

“Strawberry’s “second thrust” next year, for example, will be a “pet parade” that will undoubtedly feature a miniature menagerie. Similarly, Star Wars — more vulnerable in 1982, as the next movie is a year away — will have a “dramatic new line,” Loomis promised.”

Hmmmm. I’m betting that “dramatic new line” was the failed Star Wars Micro Collection toys. That’s the only Star Wars “newness” from Kenner in 1982 that I can think of. Am I overlooking something obvious here?

It’s a fun article and one that any of you interested in the history of toys will want to read. Going through the article makes me wish that a biography of Bernie Loomis was out there waiting for me. I’d love to read a detailed, deep, and involved book all about Loomis and his long career in the toy industry.

Related articles

• Kenner Collector Alert from 1996 (battlegrip.com)
• Kenner Planned a “Luke in Robes” Action Figure? (battlegrip.com)
• Warpo Toys’ Giant Cthulhu! (battlegrip.com)