Richard Gottlieb

Hasbro Steps Up
December 6, 2007

Those of you who read the December 5, 2007 Wall Street Journal and who opened to page B4A saw a full-page ad for Hasbro. The ad was not for any particular Hasbro product. It was for Hasbro’s safety standards and its positive record on lead paint recalls. 

The ad was essentially a declaration of independence from bad news. The largest font proclaimed: “You should feel good about buying Hasbro toys and games!” This was followed in smaller print: “Our toys and games have been unaffected by the recent lead recalls.” 

The ad goes on to make the case that Hasbro toys are safe due to a strong institutional commitment to safety and a safety protocol that has been proven to be effective. It is signed by Al Verrecchia, CEO, and Brian Goldner, COO.

The Hasbro ad, with its positioning in the Wall Street Journal, is a strong message to the financial markets and to the consuming public that Hasbro and its products are a good bet.

I consider this to be an important step for Hasbro and for the industry. As we all know, one company has triggered most of the lead paint recalls. The perception carried by the press, however, has been that lead paint recalls are rampant across the toy industry.  

Hasbro, by making the case for its own safety record, is essentially helping to redefine the debate. It would be nice to see Lego, Jakks Pacific, K’Nex, Leap Frog and other major and minor toy manufacturers who have not had recalls take similar public positions. It would be good for them and the industry.

Posted by Richard Gottlieb on December 6, 2007 | Comments (0)