The varied reproductive strategies of birds present a challenge in developing reliable indices for the assessment of effects of endocrine disrupting chemicals (EDCs). Precocial species, such as quail, appear to be most sensitive to EDC effects during embryonic development. Although the Japanese quail (Coturnix japonica) is a nonnative lab species, its reproductive strategy is similar to that of many free-ranging species. Because a great deal is known about the reproductive biology of this species and Japanese quail have a short generation time, this species is an ideal candidate for testing EDC effects. In this review, we present data collected in a two-generation design with embryonic exposure to estradiol benzoate (EB). This study was conducted to provide fundamental information for establishing reliable reproductive endpoints associated with estrogenic EDC exposure. Data were collected for a variety of endpoints, which were chosen as measures of reproductive capability and success. These reproductive fitness measures included fertility, hatching success, and offspring viability. Endocrine measures consisted of plasma hormone levels and gonad weight/condition. Neuroendocrine systems, such as the monoamine neurotransmitter systems, regulate hypothalamic gonadotropin releasing hormone (GnRH) and reproductive behavior. Therefore, these variables should potentially be very sensitive indicators. Behavioral measures included reproductive behavior. Results showed that embryonic estradiol exposure affected endocrine and behavioral responses in males and impacted productivity in females. Therefore, quails provide an excellent model to determine fundamental actions of EDCs. The laboratory trials then serve as a basis for the extrapolation of findings of controlled laboratory studies to effects that may be observable in free-ranging species.