Second Recall Hits Mattel As 'Safety' Ad Campaign Breaks

15 August 2007

EL SEGUNDO, California: No sooner had Mattel launched an ad campaign reassuring America that its Chinese-sourced Dora the Explorer products were again safe, than the planet's largest toymaker was hit by a second product recall.

The ad blitz - which appeared in The Wall Street Journal, The New York Times, the Financial Times US and USA Today - featured a letter written by Mattel chairman/ceo Robert A Eckert (pictured above)reassuring parents that "nothing is more important than the safety of our children".

Which was not ideal timing to announce a second safety recall - again of products sourced from the People's Paradise - of toys from the movie Cars. The recall is global and relates to 436,000 toy units - specifically the car based on the Sarge character.

Continued the Eckert letter: "The safety of children is our primary concern, and we are deeply apologetic to everyone affected.

"We don't want to have recalls, but we don't hesitate to take quick and effective action to correct issues as soon as we've identified them to ensure the safety of our products and the safety of children."

The company yesterday (Tuesday) issued a media statement clarifying the situation.

Data sourced from multiple origins; additional content by WARC staff