Mattel CEO is as Emotive as a Ken Doll in Toy Recall Apology Video

Nice post, BL. I will go watch the Ken doll talk now.

My mom used to say: "You buy cheap, you get cheap." She is still right.

I have been boycotting Walmart for years now, but it is so hard to boycott products made in China. They way America does business with China for everything is hurting us more than economically. Is anybody really surprised that they have and use lead paint on children's toys? Mattel and other companies may only see the bottom line and then take for granted that China does not have the same standards on goods and people.
It is a little like when you marry someone, you get their family too...

I do design and consulting work for the toy industry and can tell you that your outrage, while justified, is misplaced.

There is a "bad guy" that is indirectly responsible, and "he" lives here in the states.

The problem is not design. "Mattel" doesn't design toys--designers working for them do. The toy designers in this country are not only dedicated and talented, many (like me) have kids themselves and are totally dedicated to safety, creativity and fun. You won't find a more talented, conscientious bunch.

The problem is not even China being unable or unwilling to make quality product. Some of the hardest working, most dedicated people I've ever met work in Chinese factories. They take their responsibilities very seriously--more so than most Americans.

The true villain behind the scene here is Walmart and big-box retail. Walmart has incredible influence in toy designs and costing.

They can literally force Chinese manufacturers to shave pennies off production costs--pennies that can affect quality, not to mention working conditions.

I do not know if Walmart had anything to do with this latest problem, but this recall is indicative of the kinds of quality problems that aggressive cost cutting demands by such retailers can create.

Your summation that this is due to "too much ain't enough" isn't quite right. It's more accurate to say "You know, we could get this for a few dollars less at Walmart."

Good post. I forgot to include a Trackback to my post referring to this, so here's a link:
The Spin War to Protect China's Brand

This video is terrible. The guy's so stiff it's like he has a fork up his ass. And talking about better "magnet retention"? If one were compelled to speak English, wouldn't that be...um, "glue"?

If having your CEO on video isn't going to noticeably improve communications, why do it? It's great that they're thinking differently, trying new things, but this just reinforces the perception that "people at the top" seem to have trouble talking with Average Joe.

Still, I'm no expert in crisis communication, and I don't for a minute envy the folks at Mattel right now. Tough work to be done.

Mike - ROFL - glue would do it.

I don't envy Mattel right now either. And I am sure they're not the only toy company with a quality control problem.

What's so appalling to me is that NOW they institute quality control.

Did they not have it before because it was cheaper to take the Chinese at their word?

And at the least they could have cropped the video so you didn't see Eckert tenting his hands like one of the Simpsons.

I really enjoyed this pointer to Mattel that has real paralles to the failure of Skype PR last week. I am beginning to wonder who is advising these clowns.

It's not hard to be transparent. Unfortunately, the Mattel CEO should have been in jeans in a playroom, with examples of the toys.

Unfortunately for both PR firms and every organization they must learn how to use social media, the information flows faster today. The time to learn is not when they are in a crisis.

Lucky for Mattel people will keep buying the toys.

Here is a ltter that I am going to submit to the CEO of Mattel.

Mr. Robert Eckert
Mattel Chairman and Chief Executive
333 Continental Boulevard
El Segundo, CA 90245-5012
310-252-2000

Dear Mr. Eckert,

Thank you for informing the public about the latest toys that have been recalled from your company.

While we are informed by the media and your public relations department that it is still considered “safe” to purchase toys and items that are manufactured in China and that are designed by your company, I feel that such an assumption grossly neglects to take into account the well being and safety of American Children.

During the past three months, we have been burdened by the task of having to return approximately four items that were deemed as tainted with lead-based paint. All of the four items have been extensively mouthed by my 15 month-old son and enjoyed by my three year-old daughter.

We appreciate your willingness to replace the items that have been recalled and your decision to further test the toys that are manufactured by your Chinese factories.

The act of simply replacing the items that have been recalled by your company, however, is no longer an acceptable solution for such a serious situation. It is well documented that children are the most vulnerable when exposed to toxic substances such as polycarbonate plastics and lead-based paints.

Exposure to lead-based paint is associated with lower IQ scores, the onset of learning disabilities as well as an extensive array of health problems. My son has already placed the Sarge car along with many other die cast cars produced by your company in his mouth on numerous occasions.

The act of simply sending me seven dollars that can only be used towards purchasing another unsafe toy designed and manufactured by your company fails to make up for the “inconvenience” that your company has caused. Such actions do not correct the damage and the risk that many children now face after being exposed to your recalled items.

It does not make up for the increased risk that that my son and thousands of other children may have of acquiring attention deficits down the road.

Moreover, we provided the appropriate information to your website to replace Sarge more then a month ago, however, we have never received a response letter/package containing additional information about how to return Sarge to your company.

The delayed response to my request to return the recalled Sarge car to your company makes me have even less faith in your company’s capacity to ensure that all toys are designed and manufactured to meet American safety standards.

We purchased toys for our children with the assumption that the items that are manufactured by your company are safe and do not pose any risk to our children.

By continuing to manufacture toys in a country such as China and to continue to assume little responsibility for the toys that were originally designed by your company is grossly irresponsible and downright negligent.

Unfortunately, I am unable to conscientiously allow for my children to play with the toys that have been manufactured and designed by your company with good faith.

If you are serious about repairing your public relations and assuming 100% responsibility for the well-being for children, I urge you to rigorously evaluate how you can restructure your design company to ensure that small magnets/objects are not incorporated into toys that are designed for children under three years old.

I urge you to seriously reconsider your decision to continue manufacturing your toys in China. The Chinese manufacturers have shown more than enough times that they are unable to adhere to the basic safety standards set by the United States.

The burdensome health-related costs that are associated with lead toxicity greatly exceeds the amount that is saved by your company from manufacturing items in China. Even the slightest exposure to lead can be associated with the onset of learning disabilities. The act of placing children at risk just to save a dollar at the end of the day is grossly unethical

Being that I am uncertain of the safety of the rest of the toys that are produced by your company, I would greatly appreciate if extensive lead tester kits are readily made available to the American Public at no cost to check the products you’re your company has irresponsibly manufactured.

I feel that it would be appropriate to be provided with the opportunity to return all items that have been manufactured by your company during the past five years. I am unable to allow my children to continue playing with your products because I am uncertain whether they are indeed considered safe.

As a parent I am going to do whatever is possible to make sure that American children are no longer placed at risk by your company’s negligence. It is my genuine hope that as a CEO you will take into account the serious risks that are associated with the neurological deficits that are associated with lead toxicity and do whatever is needed to ensure that our children are not placed at jeopardy by manufacturing your products in a country that is clearly unable to be accountable for its manufacturing practices.

Sincerely,

Rachel W. Shamah