AGSM honors Mattel executive with leadership award

AGSM honors Mattel executive with leadership award

By Laryssa Kreiselmeyer

When Jill Barad became president and chief operating officer of
Mattel Inc., she oversaw the mass marketing of Barbie dressed up as
Scarlett O’Hara on infomercials. That venture earned Mattel $30
million.

Since Barad became marketing director for the Barbie doll in
1982, sales doubled and, in 1993, topped the $1 billion mark.

UCLA’s Anderson Graduate School honored Barad on Tuesday night
by presenting her with what John Anderson, the school’s namesake,
described as "Anderson’s highest honor."

The annual Exemplary Leadership in Management Award "singles out
a member of the community" who shows outstanding leadership
qualities combined with success in business and high ethical
standards, Anderson said.

"This evening is symbolic of all we stand for at Anderson," said
Dean William Pierskalla as he welcomed students, members of the
business community and alumni to the dinner celebration.

Barad said that she felt honored to receive the award,
particularly in the company of 14 of her co-workers who were
Anderson school graduates.

"I’m especially honored to be the first woman to receive this
award," said Barad. She also noted past recipients such as John
Scully of Apple Computer, Inc. and H. Ross Perot, the former
presidential candidate and founder of the Perot Group.

Barad said she began her college career at Queens College in New
York wanting to be an actress. After she broke her nose onstage
during a performance of "The Taming of the Shrew," she decided to
change her career goals to medicine.

Unfortunately, she discovered while volunteering that she was
prone to fainting during medical procedures.

Describing her college experience as "eclectic," Barad finally
graduated with a degree in English literature and child
psychology.

It was her love of children that carried her through her work as
a brand manager for Coty Cosmetics and account executive at Wells,
Rich Greene Advertising in Los Angeles to become product manager
for Mattel in 1981.

She said that Barbie and products for boys such as Hot Wheels
are important for helping children act out the dreams they will
carry into their adult lives. Barad recalled that her parents told
her that there was no such word as "can’t."

Now, under Barad’s leadership, Mattel sells Barbie in 144
countries around the world with the average American girl owning
8.5 Barbies.