The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For over 40 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.


2011 One Show Entertainment Judges

Barry Waldo

VP of Entertainment


El Segundo

As Mattel’s Vice President of Worldwide Entertainment, Mr. Waldo creates and oversees the development of innovative, multi-faceted content programs, strategic alliances and distribution partnerships to grow and extend Mattel’s leading brands worldwide. He is responsible for Mattel’s highly successful entertainment division and corporate partnerships.

Mr. Waldo leads Mattel’s foray into feature films, including Hot Wheels and was responsible for all non-toy components of the hot new multi-faceted intellectual property, Monster High. Mattel’s largest boys’ brand in Latin America, Max Steel, is also coming to the big screen. And, Mr. Waldo has produced over four animated DVD titles for this $100mil brand. In addition, he has set up major motion picture projects for Prehistoric Pets, Magic 8 Ball, The View-Master, and Major Matt Mason.

He is developing new business in Mattel’s entertainment portfolio by expanding brands into television with animated series such as the Emmy-nominated Hot Wheels Battle Force 5 as well as game shows based on brands such as Apples to Apples and Uno. Key network partners that Mr. Waldo manages include Nickelodeon, Cartoon Network, and ITV. He also manages foreign distribution sales of Mattel animated movies and series.

During Mr. Waldo’s six year tenure at Mattel, he successfully extended Barbie – Mattel’s number one brand and the worlds most famous fashion doll – into entertainment categories worldwide. With twelve number one charted movies, the first-ever Barbie Live touring stage show and top charted album releases, he managed multi-million dollar deals and world class partners. Prior to joining Mattel, Mr. Waldo’s extensive experience focused primarily on consumer products and brand management. He was appointed Director of Global Marketing for Disney Consumer Products, responsible for merchandising hit television shows such as Lizzie McGuire, Power Rangers, and Rolie Polie Olie as well as all infant and preschool brands, including Winnie the Pooh, Disney’s largest worldwide franchise. Before moving to Disney, Mr. Waldo was the Vice President and a founding member of internet startup, responsible for marketing, advertising and consumer research. He started his post-MBA career at Procter & Gamble in Cincinnati, where he was in brand management for several beauty and healthcare brands.




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