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How Mattel is Using WOM Strategies to Handle Perilous Lead Paint Recall: Join the Discussion
Everyone already knows about the crisis that toy manufacturer Mattel recently faced -- a contractor in China had used lead paint that could endanger children on a number of Mattel products. Faced with this nightmare, Mattel chose to engage consumers using WOM tactics and principles of full disclosure.
On its website, Mattel has posted a letter to parents, as well as a video of CEO Bob Eckert apologizing and taking responsibility for the recall. Instead of trying to hide or to assign blame, in the face of a giant mistake, Mattel took swift, genuine action and instigated a conversation with its customers.
>> What do you think? How did Mattel do in listening to consumer concerns, bolstering consumer trust, and keeping the lines of communication open?
We've posted these questions on the Discussion Board in WOMMA's Facebook group. Log in, see what everyone else is saying, and post your own response.