America, the Caribbean and elsewhere. In 1957 the number of companies employing Reddy around the globe totaled 222. It's estimated that by the early 1970s, when the industry's focus shifted from expansion to conservation, Reddy had served as ambassador for more than 300 organizations. In 1946, Collins was credited as producer on an animated film starring Reddy Kilowatt, created by the Walter Lantz animation studio, called Reddy Made Magic. Advocate Collins was a strong believer in the capitalist system and he insisted that Reddy would be licensed only to publicly traded, tax-paying utility companies. Following World War II Collins became increasingly concerned about the spread of government and cooperative-run electric companies. The Reddy Kilowatt Service began producing ads that equated such organizations with the spread of socialism. In 1950, he created the Grass Roots Impact Plan to advance the promotion of this theme. Collins was convinced of the importance of delivering his pro-capitalist message to young audiences, encouraging Reddy Kilowatt licensees to launch youth clubs in the late 1940s. In the middle of the dissent-filled 60s he developed a comprehensive education program to teach young people capitalist economic values. A supporting slide presentation, aimed at executives, called “Fission, Fertility, and the Future” emphasized the importance of reaching youth during times of social upheaval in order to protect the interests of investor-owned utilities. In 1956, Collins took aim at the National Rural Electric Cooperative Association, an association of cooperative-owned utilities. Members of that organization, unable to license the Reddy Kilowatt service mark, created their own in 1952. The Willie Wiredhand character featured a body of electric cable with electric plug feet. Reddy Kilowatt, Inc. filed suit against the cooperatives but on January 7, 1957, the court ruled the characters were different and dismissed the complaint. Personal life In 1931, Collins married Hughie Beatty (1903–2001). The couple raised two children, Ashton Jr. (1932), and Croom Beatty (1936). After his release from the Air Force, Ash Collins Jr. joined Reddy Kilowatt, Inc., starting in the mailroom in 1956. In 1962, he became president of the company while Ashton Sr. became chairman of the Board of Directors. Beatty Collins also served on the company's board of directors. Reddy Kilowatt, Inc. was renamed Reddy Communications, Inc. in 1976. In 1998 the company and its trademarks were purchased by Northern States Power, now a subsidiary of Xcel Energy. See also Reddy Kilowatt Walter Lantz References 1885