Fisher-Price comms efforts differ from 2007 recalls

EAST AURORA, NY: Fisher-Price announced recalls in four different product areas amounting to almost 11 million toys.

EAST AURORA, NY: Fisher-Price announced recalls in four different product areas amounting to almost 11 million toys.

The toy company's GM Kevin Curran issued a statement on its Facebook page assuring consumers that its toys are “overwhelmingly safe.” The statement directs consumers with a recalled toy to www.service.mattel.com/us/recall.asp.

Jules Andres, director of Mattel corporate communications, said PR efforts around the recall were “quite standard.” Mattel worked with the Consumer Product Safety Commission to announce the recall and then posted the information on its consumer relations website.

The recalled product areas include trikes, rampway, infant toys with inflatable balls, and high chairs. The recalls came after injuries were reported from an ignition key on the tricycles, wheels detaching from the rampway toys and becoming a choking hazard, and seven children required stitches from injuries on the high chairs, reports said.

“This is a very different situation than 2007 and our response in that case,” Andres added.

In 2007, Fisher-Price issued several recalls on toys made by a Chinese vendor due to excessive amounts of lead. Mattel's internal and external messages during the recalls centered around a company value to "Play Fair" and the company engaged its employees around the message at a global level.

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