Executive Briefings

Web Helps Mattel Weather Damage From Toy Recalls

As Mattel fights a difficult public relations battle after announcing a third global recall of toys, it is increasingly relying upon its internet site to lead the defense.
Retail industry analysts say that while its troubles with toys manufactured in China may be far from over, the company has demonstrated that the internet can be a valuable ally in such a crisis.
Consumers turning to Mattel are immediately presented with a bright red link for further information on the recalls. After clicking on the link, they choose which country they are from, and then are taken a page where a short video featuring chief executive Bob Eckert highlights the various measures Mattel is taking to improve and step up its toy testing program.
From there, consumers select the toy that may have been affected by a recall, such as Barbie play sets or Elmo light up musicals pals. Depending on the toy, consumers are presented with different return or refund scenarios, such as being sent a prepaid mailing label to return a toy and receive a replacement by mail, or receiving a voucher for the value of the product.
The end result is that most consumers will be able to handle the recall without needing to make a trip to Toys R Us or any other retailer they may have purchased the product from, or without having to contact a Mattel customer service agent directly.
Source: Baseline, http://www.baselinemag.com

As Mattel fights a difficult public relations battle after announcing a third global recall of toys, it is increasingly relying upon its internet site to lead the defense.
Retail industry analysts say that while its troubles with toys manufactured in China may be far from over, the company has demonstrated that the internet can be a valuable ally in such a crisis.
Consumers turning to Mattel are immediately presented with a bright red link for further information on the recalls. After clicking on the link, they choose which country they are from, and then are taken a page where a short video featuring chief executive Bob Eckert highlights the various measures Mattel is taking to improve and step up its toy testing program.
From there, consumers select the toy that may have been affected by a recall, such as Barbie play sets or Elmo light up musicals pals. Depending on the toy, consumers are presented with different return or refund scenarios, such as being sent a prepaid mailing label to return a toy and receive a replacement by mail, or receiving a voucher for the value of the product.
The end result is that most consumers will be able to handle the recall without needing to make a trip to Toys R Us or any other retailer they may have purchased the product from, or without having to contact a Mattel customer service agent directly.
Source: Baseline, http://www.baselinemag.com