Mattel International Recall

1
Mattel International Recall

• Alexandra Guillermety
• Marc Belanger
• Danielle Krulan

2
Overview

• History of Mattel
• International Marketing Implications with Mattel
• Summary of Incident
• Article Mattel Issues Third Toy Recall of the
  Summer
• Voluntary Recall Press Conference
• Chapter 13 Public Relations

3
Can YOU Tell?
4
Can YOU Tell?
5
Can YOU Tell?
6
Can YOU Tell?
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History of Mattel

• American largest Toy Company
• Founded in 1945
• Harold Matt Matson
• Elliot Handler
• Barbie, Hot Wheels, Matchbox, American girl
• Barbie is responsible for 80 Mattels profits
• Forced to do major recalls of produces due to
  reliance on Chinese manufacturing.

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International MarketingImplications with Mattel

• Safety of product
• Name Brand
• Value Created
• Perceived customer value

9
Mattel Issues Third Toy Recall of the Summer

• September 5, 2007 major recall telling parents
  to watch out for Chinese-made toys.
• Lead
• Consumer Product Safety Commission
• Recall 773,900 toys
• Challenges retain confidence of parents
• China the source of 80 of toys sold in the US
• China Embassy increasing its inspection and
  oversight

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Voluntary Recall

• http//www.youtube.com/watch?vhrb3CMFVeDM

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Recall

• Voluntary Safety Recall Facts
• 1. All paint must be tested before it is used on
  our toys
• 2. We have significantly increased testing and
  unannounced inspections at every stage of
  production
• 3. We are testing every production run of
  finished toys to ensure compliance before they
  reach you.

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Relating to International Marketing

• Chapter 13 - Global Marketing
• Communications Decisions Advertising and Public
  Relations
• Global Adverting
• Brands
• Public Relations
• How will Mattel get out?

13
Recap

• History of Mattel
• International Marketing Implications with Mattel
• Recall
• Article
• Relating to Brand Image and PR