320 Mattel toy recall

320 Mattel toy recall - 2007 Mattel Toy Recall Library Case...

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2007 Mattel Toy Recall Library Case Study––CAP 320 NOTE TO READERS – this paper does not follow the format I require and was not done in APA READ FOR CONTENT AND ANALYSIS ONLY
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Newton 2 Secondary Research Summary Mattel, Inc. began 64 years ago in 1945 1 and has grown to the largest toy company in the world 2 . It is the parent company to major brands like Barbie, Hot Wheels, Fisher Price, and American Girl and its corporate offices are in El Segundo, California. The company has had toy recalls in the past due to safety defects, but nothing compares to the 2007 toy recall. The multi- national corporation received national and international criticism and media attention as it recalled the most toys in its history. First Recall Mattel recalled 1.5 million toys, 967,000 of them in the United States, on Wednesday, August 1, 2007. The toys debuted on store shelves the previous May and were recalled due to suspected excessive levels of lead paint on the toys. All 1.5 million toys were manufactured in China 3 . Mattel’s consumers were reportedly unaware about the recalls for days. A spokesperson from Wal-Mart said their company knew about the pending recall on Friday, July 27, a full five days before it was formally announced to the public 4 . As part of Mattel’s crisis communications plan, they ran full-page ads in national newspapers and banner ads online that directed consumers to the recall website 5 . Irene Chang reported that Mattel had a good reputation with consumers and was doing a good job with transparency with the recall on Monday, August 13. She noted that two-thirds of 1 http://corporate.mattel.com/about-us/history/default.aspx 2 “Mattel CEO under fire; Toy safety scandal threatens trouble for firm in holiday season.,” The Hamilton Spectator. 10 September 2007, sect. A, p. 12. 3 “Consumer Last to Know about Mattel Toy Recall.,” The Star Phoenix. 3 August 2007. 4 “Consumer Last to Know about Mattel Toy Recall.,” The Star Phoenix. 3 August 2007. 5 “Case Study: It’s All Fun and Games Until Someone Gets Hurt: Mattel’s Toy Recall Redefines Global Crisis Communications.,” PR News. 19 January 2009. 65(3).
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Newton 3 the recalled products never appeared on store shelves 6 . After this recall, Mattel made a commitment to consumers and retailers to continue to look for discrepancies in design and manufacturing and if any were found to report them to the government and public 7 . Second Recall Little did the public know, the day after they read Chang’s article Mattel would be recalling toys again; this time, 18.2 million worldwide and nearly half of them (9.5 million) in the United States. Some of the recalled toys were manufactured in 2003 and were not up to Mattel’s new and current standards. Most of the toys contained high-energy magnets, normally used for industrial purposes, that could become loose and pose a hazard to small children. Several cases were reported that kids swallowed more than one magnet and they bonded together
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320 Mattel toy recall - 2007 Mattel Toy Recall Library Case...

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