Mattel issues another recall

When Mattel issued a recall of nearly 19 million toys a few weeks back one of the things its executives spoke to was the high...

When Mattel issued a recall of nearly 19 million toys a few weeks back one of the things its executives spoke to was the high level of trust the brand carried with parents and its good reputation. That trust and reputation have taken another hit as the world's largest toy maker announced another major recall of Chinese-made toys because of lead paint. This is the third recall in a little over a month. This time around, Mattel is pulling 800,000 toys of the shelf, the AP reports.

The company also came under scrutiny yesterday from the Consumer Product Safety Commission (CPSC) who claimed Mattel had taken too long to disclose information on potentially defective and harmful toys. The CPSC requires that companies report potentially hazardous product problems within 24 hours and said since the late 1990's Mattel had taken months to gather information in at least three major cases, including last month's recall of almost 19 million toys.

With the holiday season just on the horizon, this is the last thing the toy industry needs.

We covered Mattel's crisis communications efforts surrounding its first two major recalls.

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