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32 “One of the highlights of my sixty-first birthday”: Exhibit, Ray A. Kroc Museum.
33 “to order, control, and keep clean”: Schickel, Disney Version, p. 24.
even more famous than Mickey Mouse: According to John Love, Ronald McDonald is the most widely recognized commercial character in the United States. Love, Behind the Arches, p. 222.
34 “That was where I learned”: Kroc, Grinding It Out, p. 17.
“If you believe in it”: Voice recording, Ray A. Kroc Museum.
35 “When I saw it”: Kroc, Grinding It Out, p. 71.
“through the eyes of a salesman”: Ibid., pp. 9–10, 72.
$100,000 a year in profits: Love, Behind the Arches, p. 19.
“This little fellow comes in”: Voice recording, Ray A. Kroc Museum.
“Dear Walt”: Quoted in Leslie Doolittle, “McDonald’s Plan Cooked Up Decades Ago,” Orlando Sentinel, January 8, 1998.
According to one account: See Boas and Chain, Big Mac, p. 25.
36 “He was regarded as a strange duck”: Kroc, Grinding It Out, p. 19.
describes Walt Disney’s efforts: See Watts, Magic Kingdom, pp. 164–74.
“fun factory”: Ibid., p. 167.
“Hundreds of young people were being trained”: Quoted ibid., p. 170.
37 “Don’t forget this”: Quoted ibid., p. 223.
“Look, it is ridiculous to call this an industry”: Quoted in Boas and Chain, Big Mac, pp. 15–16.
gave $250,000 to President Nixon’s reelection campaign: For varying interpretations of Kroc’s donation, see Kroc, Grinding It Out, p. 191–2; Love, Behind the Arches, pp. 357–9; Boas and Chain, Big Mac, pp. 198–206; and Luxenberg, Roadside Empires, pp. 246–48.
“sons of bitches”: Kroc, Grinding It Out, p. 191.
38 more than 90 percent of his studio’s output: See Watts, Magic Kingdom, p. 235.
39 an early and enthusiastic member of the Nazi Party: For von Braun’s political affiliations, the conditions at Dora-Nordhausen, and the American recruitment of Nazi scientists, I have relied on Tom Bower, The Paperclip Conspiracy: The Hunt for Nazi Scientists (Boston: Little, Brown, 1987); Linda Hunt, Secret Agenda: The United States Government, Nazi Scientists, and Project Paperclip, 1945 to 1990 (New York: St. Martin’s Press, 1991); Michael J. Neufeld, The Rocket and the Reich: Peenemünde and the Coming of the Ballistic Missile Era (New York: Free Press, 1995); and Dennis Piszkiewicz, Wernher von Braun: The Man Who Sold the Moon (Westport, Conn.: Praeger, 1998).
39 von Braun was giving orders to Disney animators: For a brief account of Disney and von Braun, see the chapter “Disneyland” in Piszkiewicz, von Braun, pp. 83–91.
another key Tomorrowland adviser: I stumbled upon Heinz Haber’s unusual career path while doing research on another project. Haber was a protégé of Dr. Hubertus Strughold, the director of the Luftwaffe Institute for Aviation Medicine. Strughold later became chief scientist at the U.S. Air Force’s Aerospace Medical Division, had a U.S. Air Force library named after him, and was hailed as “the father of U.S. space medicine.” I pieced together Heinz Haber’s wartime behavior from the following: Otto Gauer and Heinz Haber, “Man Under Gravity-Free Conditions,” in German Aviation Medicine, World War II, vol. 1 (Washington, D.C.: U.S. Air Force, 1950), pp. 641–43; Henry G. Armstrong, Heinz Haber, and Hubertus Strughold, “Aero Medical Problems of Space Travel” (panel meeting, School of Aviation Medicine), Journal of Aviation Medicine, December 1949; “Clinical Factors: USAF Aerospace Medicine,” in Mae Mills Link, Space Medicine in Project Mercury (NASA SP-4003, 1965); “Beginnings of Space Medicine,” “Zero G,” and “Multiple G,” in Loyds Swenson, Jr., James M. Grimwood, and Charles C. Alexander, This New Ocean: A History of Project Mercury (NASA SP-4201, 1966); “History of Research in Subgravity and Zero-G at the Air Force Missile Development Center 1948–1958,” in History of Research in Space Biology and Biodynamics at the US Air Force Missile Development Center, Holloman Air Force Base, New Mexico, 1946–1958 (Historical Division, Air Force Missile Development Center, Holloman Air Force Base).
the Luftwaffe Institute for Aviation Medicine: Accounts of the concentration camp experiments administered by the Luftwaffe can be found in Bower, Paperclip Conspiracy, pp. 214–32, and Hunt, Secret Agenda, pp. 78–93.
When the Eisenhower administration asked Walt Disney: See Mark Langer, “Disney’s Atomic Fleet,” Animation World Magazine, April 1998.
a popular children’s book: Heinz Haber, The Walt Disney Story of Our Friend the Atom (New York: Simon and Schuster, 1956).
40 Disney had signed seventy licensing deals: See Watts, Magic Kingdom, pp. 161–62.
41 “A child who loves our TV commercials”: Kroc, Grinding It Out, p. 114.
An ad agency designed the outfit: For the story of Willard Scott and Ronald McDonald, see Love, Behind the Arches, pp. 218–22, 244–45.
“If they were drowning to death”: Quoted in Penny Moser, “The McDonald’s Mystique,” Fortune, July 4, 1988.
42 park, tentatively called Western World: For Kroc’s amusement park schemes, see Love, Behind the Arches, pp. 411–13.
43 “the decade of the child consumer”: McNeal, Kids as Customers, p. 6.
as early as the age of two: Cited in “Brand Aware,” Children’s Business, June 2000.
children often recognize a brand logo: See “Brand Consciousness,” IFF on Kids: Kid Focus, no. 3.
a 1991 study… found: Paul Fischer et al., “Brand Logo Recognition by Children Aged 3 to 6 Years: Mickey Mouse and Old Joe the Camel,” Journal of the American Medical Association, December 11, 1991.
43 Another study found: See Judann Dagnoli, “JAMA Lights New Fire Under Camel’s Ads,” Advertising Age, December 16, 1991.
the CME KidCom Ad Traction Study II: Cited in “Market Research Ages 6–17: Talking Chihuahua Strikes Chord with Kids,” Selling to Kids, February 3, 1999.