The recent spate of toy recalls due to defects in workmanship and lead paint from Chinese manufacturers has left the US toy industry in a quandary. How to spread the message that toys are safe without sounding like they are whitewashing the problem? Some retailers have lead the way by featuring toys that are not from China or that have no paint –by labeling them on the shelves and websites. In addition, some retailers are selling home lead test kits. But what is the best way for leading US toy companies (Mattel, etc.) to handle the issue without seeming to downplay the importance? Continual emphasis on the recalls and trumpeting of new safety standards and safety agreements with Chinese suppliers might merely reinforce the impression that toys are NOT safe and lead to decreased Christmas sales. On the other hand, taking a less visible stance (only talking openly about the issue when “mistakes happen” and recalls are required) because it’s Christmas and parents “have no choice” could lead to the perception that the industry is particularly cynical which could have longer term negative effects on sales beyond the holiday season. Wouldn’t it make more sense, especially from a strategic public relations perspective, for toymakers to become proactive about this issue? Is there a socially responsible toymaker out there who has possibly initiated a safety campaign to be sure that our children aren’t in danger? Doesn’t anybody have a positive story to tell?
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