Hirsch, Benjamin L., 1905-1995.

Chemist, inventor.

Born in Newport, Kentucky, in 1905, Hirsch began his career at an early age. He and his brother, Henry, started out in cosmetics. After World War II, Benjamin Hirsch created a flourescent zinc oxide pigment that would eventually be used in signs and toys. He and his brother then joined forces to create one of the most popular rages of the day--novelty toys for cereal. In cooperation with the Kellogg Co. of Battle Creek, Michigan, the two made a marketing breakthrough. The toys, most of which were to be used in water, included frogmen and boats containing baking soda to simulate diving. Over his lifetime, Benjamin Hirsch obtained hundreds of patents for his ideas.