Mattel launches U-turn recall-reassurance campaign

mattel.gifToy brand Mattel has performed a major U-turn by rolling out a print advertising campaign to reassure UK consumers over its toy recall crisis. The news comes just weeks after the company said such a campaign was unnecessary in the UK despite running one in the US.

The US toy company, however, has since issued another recall and been forced to backtrack on its original stance. It is now running print ads in the UK national press with the strapline: “We take our promises seriously”.

The ads aim to highlight Mattel’s updated policy on toy testing, which includes a mandatory three-stage safety check of the paint used on toys. A Mattel spokeswoman says: “Following the third recall, we felt it was the right time to inform customers of our new safety procedure.”

Last month, the toy company launched a major print advertising and PR assault in the US to emphasise its commitment to toy safety, and faced criticism in UK from brand analysts for not taking similar action in this country (MW August 23).

At the time, a Mattel spokeswoman said a press campaign was unnecessary in the UK. She said a different strategy had been adopted in the UK as “different markets communicate their own messages”.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here