Toys crisis that the United States and Thailand and challenges in China – toys recalled in China, Ma

When asked over the past month Mattel has recalled more than 1,000 U.S. million toys move will hurt the most famous dolls on earth, the Wharton marketing professor Stephen? Hodge (StephenHoch) gives the reassuring answer: “Barbie doll wearing a bulletproof yet.”

  But the United States and Thailand will be safe while it is still difficult to predict. Although many observers the company to respond quickly to crises appreciation?? The United States and Thailand on the matter immediately CEO apologized and promised to adopt more stringent product safety checks, but the company still faces many problems, including the recall move and adoption of new monitoring systems related to the huge cost of potential litigation risk, and the holiday shopping season about to enter the occasion of the company’s reputation has been hit.

At the same time, Mattel announced the recall of events from the news of the two not only to thousands of parents rummaging through to find the hidden dangers of the toys, but also to the Chinese quality control and supply chain are each the relentless pursuit of lower costs long-term problem caused even stronger concern. “‘Low cost’ is obviously a price,” says Wharton management professor and China expert Marshall? Meyer (MarshallMeyer) said, “issue is likely to be complicated than we expected much more.”

?   Read more “Mattel recalls Chinese toy event”>>

To respond quickly?? Apologize The plight of Maytag from two aspects: the lead paint and small magnets. Aug. 2, Mattel recalled about 1.5 million sets of leaded paint Fisher-Price (Fisher-Price) toys?? Including the popular cartoon characters, football star Ernie, itching doll (Elmo), a small explorer Dora (Dorathe Explorer) and bird (BigBird). If the lead gradually over time, into the body, may cause serious development of children and other health problems. August 14, Mattel once again because of lead paint issue announced a worldwide recall of 436,000 units under the Disney animated film “Cars” in the “sheriff” (Sarge) molding die-casting toy car ( recall of 253,000 units in the United States, other parts of the world to recall 183,000 units). In addition, the company also recalled about 1,820 million (U.S. accounted for 9.5 million units) Barbie, PollyPocket dolls, Doggie DayCare and Batman toys, models and ancillary items, because these toys containing small powerful magnets may be loosened, if a child accidentally swallow more than two magnets inside the toys, these magnets will attract each other in the body, causing intestinal perforation.

U.S. Consumer Product Safety Commission (CPSC) published in the August 14 recall notice stated that the small magnets inside the toys “diameter 1 / 8 inch, embedded in the hands and feet of some dolls, as well as the plastic clothing, hair ornaments and other accessories to help these things stick in the doll or doll houses. “The statement also said that there had been three children who swallowed more than one magnet and cause serious injuries were reported. In the second recall of events reported in the media that other manufacturers of similar small magnet toys containing lead to a child who died, 14 children were injured.

According to Mattel introduced toys using lead paint problem is that the production of toys for their Chinese manufacturers of toys painting process will be subcontracted to a supplier due to which the poor and the disabled to use paint products. On the magnets easily swallowed the problem, Mattel said the company in January “has all of its brands on the implementation of the magnet toys reinforcement system.” Approximately 65% of Mattel toys made in China.

Apart from the Chairman & CEO Robert? Eckelt (RobertEckert) to apologize, the toy manufacturer Mattel has requested procurement of each batch of paint for lead testing, the establishment of inspection systems, and each number of finished toys to check compliance.

Observers believe that some companies in the past refused to acknowledge problems at the beginning and / or try to shift the responsibility onto others than the practice of Mattel CEO to apologize is a welcome move. “Enterprise is a high-level open chess wonderful apology was for two reasons,” Chinese legal and political experts, Professor, University of Pennsylvania Law School, Jacques? Delisle (JacquesdeLisle) said, “First, it is often able to recall the message spread out more effectively; Second, many studies have shown that victims are often extremely concerned about the party’s apology and an apology and atonement, if the defendant, and not denied responsibility, then the defendant may pay less compensation. ”

Wharton marketing professor Lisa? Bolton (LisaBolton) suggested that in this case, companies “should try to quickly come forward to confront the problem … … best to control the situation and its development.” She believes that such action is a manifestation of an apology, and customers can be assured. But in this case, an apology may have been a little late … … because this is not the first occurrence of the problems related to small magnets, you will want to find out why the company continues to use this technology.

Have been made since the apology, “the United States and Thailand real challenge is to show people that it is a huge effort into quality control,” Arizona State University WP Carey School (WPCarey School of Business) President Robert? Mitt Ershitaite (RobertMittelstaedt) said. “I bring this incident and the airline crash occurred after the case for comparison. A few years ago, U.S. Airways (USAirways) of two aircraft in a relatively short period of time have crashed, the company to come forward and engage a retired Air Force general to draw up a major security program, designed to review and implement security processes and procedures necessary to make the public believe that the degree of attention to security. ”

Mittelstaedt is “you make the next mistake will be fatal it? Avoid linkage error, it may destroy your organization “(Wharton School Publishing), author of the book. He said that traditionally, companies tend to focus on how much the lowest possible cost to produce a product, how to make products as quickly as possible shelves. Then, for a toy retailers, “as long as the product is not small enough to be swallowed by children’s false, you can sit back and relax … … These days, the whole world know that the products produced in China is the place to save money, people will be asked where the company’s priority. For example, the United States and Thailand in addition to the introduction of new

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