The Kenner reference article from the English Wikipedia on 24-Apr-2004
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Kenner

Sponsorship the way you would do it
Kenner Products was the name of a division of the CPG (General Mills) Products Corporation that is best known for producing action figures and playsets for the Star Wars Trilogy from 1977-1984. After Kenner acquired the license to produce Star Wars toys when the Mego Corporation rejected it in 1976, Kenner created the industry standard 3.75 inch action figure that continues to dominate the action figure toy market. Kenner was purchased by the toy company Hasbro in the mid 1990's and ceased to exist in 2000.