» BERNARD LOOMIS: King of Toys No Longer Monetizing Childhood Imaginations

by Brian Awehali

Bernard Loomis (July 4, 1923 – June 2, 2006), the marketing genius who did far more than anyone else to help transform children’s television programming into a promotional arm of the toy industry, died of heart failure at the age of 82.

Largely through his introduction and marketing of dolls, action figures, and products including Chatty Cathy (the first talking doll), Barbie (measurements: 39- 21-33), The Six Million Dollar Man, The Bionic Woman, Baby Alive (who “realistically” pooped when fed), Play-Doh, The Man from Atlantis, Care Bears, and the entire Star Wars action figure collection, Loomis’ efforts helped spawn a “toyetic” world of “entertainment multiplexes.” Every company he worked for became the world’s largest toy company during his tenure.

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