Marian Breland Bailey played a major role in developing empirically validated and humane animal training methods and in promoting their widespread implementation. Marian was a graduate student under B.F. Skinner. Her first husband Keller Breland also came to study with Skinner and they collaborated with him, training pigeons to guide bombs. The Brelands saw the commercial possibilities of operant training, founding Animal Behavior Enterprises (ABE). In 1955, they opened the "I.Q. Zoo" as both a training facility and a showcase of trained animals. They were among the first to use trained animals in television commercials, and the first to train dolphins and whales as entertainment, as well as for the navy. Keller died in 1965, and in 1976 Marian married Bob Bailey, who had been director of marine mammal training for the navy. They pioneered the use of the clicker as a conditioned reinforcer for training animals at a distance. ABE went on to train thousands of animals of more than 140 species. Their work had significant public exposure through press coverage of ABE trained animals, bringing the principles of behavior analysis and operant conditioning to a wide audience.