subject: The Mattel Lead Paint Recalls: 5 Lessons [print this page] The Mattel Lead Paint Recalls: 5 Lessons The Mattel Lead Paint Recalls: 5 Lessons
In 2007, Mattelmade four major product recalls. The recalls were the result of large quantities of lead found in the paint used in a number of their products. Mattel, like many other companies, uses contractors in China to manufacture products. The importance of keeping an eye on overseas operations and contractors cannot be stressed enough.
Here are 5 key lessons learned from the crisis at Mattel:
1.Keep an Eye on Your Supply Chain
To save on costs, Mattel has shipped manufacturing overseas to China. Having multiple offices and operation sites makes it difficult to keep an eye on day-to-day operations. According to the Financial Times Press article "Trouble in Toyland: New Challenges for Mattel--and 'Made in China'," one of the main issues in the lead paint crisis at Mattel was that the Chinese contractors had subcontracted the painting of the toys to another company that used inferior and unauthorized products. A lot of companies get caught in similar traps.
2. Always Act Fast
Confront the issues, don't hide from it. In Mattel's case, the company was very public about the recalls and the CEO even issued a public apology.A quick reaction makesit easier for companies to cope with and take control ofthe situation. Reacting quickly helps companies score "bonus points" with the public, slightly reducing thenegative impact that the recall has on the company's reputation. When companies are slow to react or spend most of their time placing blame on others, the public reacts negatively, criticizing companies for their negligence and irresponsibility. A quick reaction won't solve all of your problems, but failing to do so, will open up a new can of worms to deal with.
3. Take Responsibility
Be the bigger person and take the blame- public finger pointing isn't going to get you anywhere. In the Reuters article "Mattel Sued Over Toy Recall," it was reported that Mattel's CEOstated that the company was increasing the aggressiveness of toy testing methods, which would likely result in additional recalls as a precautionary measure.
4.Take Actionand Communicate
During a crisis, such as the one experienced by Mattel, a lot of business leaders say that changes are going to be made and policies will be followed more consistently- but do they actually follow up on their word once the storm has passed? Don't say something just to look good in front of the public, they will know if you mean it or not. I recommend giving weekly updates and using the power of social media to communicate to consumers about the progress your company makes as it works toward a solution. If 100 products have been tested, let the public know. There are enough resources available to you today to control the media and communicate your commitment to your consumers. It's never more important than in a time of crisis to communicate and reassure the public that things will be alright.
5. Tighter Regulations and Inspections
In the Wall Street Journal article, "Mattel Settles Suit Over Lead in China-Made Toys," author John Kell writes:
"Toy makers were hurt by a number of product recalls in 2007, leading to millions of dollars in costs for testing, legal expenses, advertising and product returns. Mattel recalled millions of toys that year, including those produced under licenses for characters including Elmo, Big Bird, Barbie and Polly Pocket. The issue later led to mandatory federal toy-safety standards, which included testing and tough new regulations for lead and chemicals in products intended for children under 12."
