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Raymond Albert Kroc (Oak Park, IL October 5, 1902 - San Diego, CA January, 14 1984) was an American businessman. A partner of Walt Disney, he handled merchandising for Walt Disney Studio before managing their theme parks and television distribution, succeeding Walt Disney in 1967 as owner and CEO of the Disney Company, a position he occupied until his own death in 1984. Kroc was also founder and owner of the the Anaheim Angels team in Major League Baseball from 1961 to 1984.
Born to Czech American parents in Illinois, Kroc dropped out of school and worked odd jobs during the Great Depression, , working a variety of jobs selling paper cups, real estate and playing the piano. Volunteering for the Second Mexican-American War in 1923, he would serve in the Army, meeting by chance an up-and-coming cartoon animator from California and fellow volunteer, Walt Disney.
In 1933, Disney remembered his military service companion in Mexico, whose sheer will and business acumen had grew on him, and contacted Kroc to run Disney's merchandising, having noted the potential for additional revenue. Even if Kroc knew nothing about animation and barely knew about Disney's mascot Flip the Frog, he would manage 40 licenses for Flip within a year and to make $35 million worth of sales within 2 years, thanks to a partnership to make Flip the Frog watches. Impressed by Kroc, who made for the company more money from the merchandising than from the films, Walt Disney would allow him a participation within the studio as a partner.
Kroc was among the ones who convinced Disney not to endeavour into a feature-length animated film, citing hazards and costs of such a feature : according to later interviews, Disney held a grudge against Kroc, whose business acumen he praised but he pointed out his lack of imagination and his constant lust for profit and merchandising. Nevertheless, Kroc would retain Disney's trust after succesfully crushing a strike of his animators and allowing him to continue production of his musical shorts, that would later be known as the Fantasias, starting with "The Sorcerer's Apprentice". Apart from the mass firing resulting from the strike, Kroc was able to secure a lucrative distribution contract for television with United Artists, bought out Disney's main competitor, Fleischer Studios, launched Disney's initial public offering and, when the United States entered the World War, signed a lucrative contract with the government to produce propaganda films and documentaries.
After the war, as Disney was turning towards live-action film production, Kroc was given full control over the booming television business but also his pet projet : Flip Frog theme parks. While Disney shorts still had resounding success in television, even finding their own applications in commercial advertisement, Kroc developed the theme park as yet another declination of his merchandising process, building attractions based around the Disney-Fleischer roost of characters, ranging from Flip the Frog to Superman. Kroc was more based on derived products, snacks, drinks and sponsorships than with attractions : yet, his tenure under Walt Disney allowed him to open the Flip the Frog Park in Anaheim, California in 1955, along with Flip the Frog Park in Ocala, Florida, in 1963. In the same time, Kroc, a longtime baseball fan, launched his own baseball franchise, the Anaheim Angels, in 1961 ; although a member of the Major League Baseball, the club had lackluster results but its Disney-themed jerseys were a big success on the market.
When Walt Disney died in 15 December 1966, Kroc was able to buy out Roy Disney's shares in intellectual properties, along with the rest of his family, for a hefty sum, becoming CEO of Walt Disney Studios in 1967, renaming it as the Disney Company. Launching his own television channel in 1972, Kroc left animation and live-action films to his employees, leaving them with quite business freedom, but continued to distribute animated shorts to advertising, television, cinema and documentation, pursuing an agressive purchasing policy to augment the rooster of Disney characters, purchasing the Looney Tunes from Warner Bros., becoming a major shareholder within Universal Studios (the same ones that Disney had left in 1927) and outsourcing animation to the Philippines and Latin America. These intellectual properties were much needed to fuel the attractions at Flip Flog Theme Parks, with cruise ships, airlines, railway companies and hotel resorts being opened in Aspen, Colorado (1973), Alicante in Spain (1978), Milan, Italy (1980) and Frankfurt, Germany (1983). Kroc was more focused on the opening of the Hong Kong theme park (that would open in 1992) and his baseball team when he died in 1984, aged 82.
In retrospective, Ray Kroc, a staunch conservative, philanthropist, worth 600 million dollars at the time of his death, is remembered as the epitome of the agressive self-made-man and tough-as-nails businessman, becoming a true figurehead for ultraliberal capitalism, himself staunchly opposing government welfare and minimum wages. His handling of the Disney Company made the group the overall leader of children entertainment, with its merchandising process being still studied in schools. Nevertheless, later studies have pointed out the difference in style between Walt Disney himself and Ray Kroc, who had no interest in art in any form : by the time of his death, the quality of Disney shorts had noticeably degraded, being mass produced in poorly funded studios in Latin America or Asia, and the company retiring from live-action movie. "The tenure of Ray Kroc, a man obssessed with profit and interested solely in making vast theme parks with attractions devoted to saturday morning cereal figures, didn't help to establish animation as an art form" stressed a historian. The Disney Company itself had become something of a has been, being finally purchased by the Coca-Cola Company in 1989. As of nowadays, Disney characters is quite forgotten in front of its Japanese and Chinese competitors.