| "Moose Enterprise has announced an immediate | | | | lead paint. |
| and voluntary Australia wide product recall for its | | | | A third party manufacturer in China was found to |
| Bindeez Beads toy after being informed that | | | | be at fault but more than 19 million toys had to |
| some children who had swallowed the beads | | | | be recalled globally. |
| required medical attention. | | | | The Bindeez product recall only added fuel to the |
| As a precaution, Moose Enterprise has advised | | | | fire as these irate parents commented on the |
| that parents and carers of children should | | | | Media Motivators blog. |
| immediately remove the product. The company | | | | "Why is it that so many Companies that |
| has advised that if the product has been | | | | manufacture off-shore take so little responsibility |
| swallowed, parents should seek immediate medical | | | | in the quality of their products?" said one parent. |
| attention, even if the child is not showing any | | | | "Why is it someone always has to get ill or even |
| adverse symptoms. | | | | die before action is taken? Why do I hear this |
| Moose Enterprise, CEO, Manny Stul, says that the | | | | statement from recalls over and over again "the |
| safety of children is the company's first priority. In | | | | manufacturer substituted an ingredient without |
| order to best protect the safety of children who | | | | our knowledge"? |
| have, or may, come into contact with the toy, | | | | In my opinion the final quality testing should |
| the company has voluntarily recalled the product | | | | always remain with the local distributor/importer |
| and is fully cooperating with health and consumer | | | | and you should batch test your products in |
| affairs organisations. | | | | Australia to check if they meet the local safety |
| The company's products, which are manufactured | | | | requirements. |
| by internationally approved toy manufacturers in | | | | You are totally responsible for your products. |
| China, are subject to world standard independent | | | | Please, I beg you, for the sake of our children, |
| testing. Moose Enterprise has not experienced any | | | | please check your products before releasing them |
| safety concerns with its products since the | | | | for sale." |
| company was purchased by its current | | | | Another parent also noted "After having to deal |
| management team six years ago. | | | | with my daughter's disappointment at losing one |
| The product was immediately withdrawn from | | | | of her favorite toys and unknowingly putting all |
| sale yesterday and parents can receive a refund | | | | three of my young children at risk, there is no |
| by freecalling 1800 303 895 or email Further | | | | way I would ever risk buying this product again." |
| information will be made available as soon as | | | | "I too have a stack of Bindeez in my home. I no |
| possible." | | | | longer have receipts and a lot of them have been |
| This was the official statement issued by Moose | | | | used to "create" works of art. Where do I stand |
| Toys on the 7th November 2007, one day after | | | | on getting my money back?" said another parent. |
| they were recalled from shelves. | | | | Media reports suggest the beads should contain a |
| Can Bindeez recover from its product recall? | | | | non-toxic glue but instead contain the chemical |
| The award-winning children's toy has been recalled | | | | which the body metabolises into gamma-hydroxy |
| because it contains a chemical which turns into a | | | | butyrate (GHB), also known as fantasy or |
| dangerous party drug when metabolised in the | | | | Grievous Bodily Harm. |
| body. | | | | All Bindeez products will be removed from sale |
| Bindeez are made in China and reported to | | | | and households with the toy were urged to get |
| contain hundreds of beads which can induce | | | | rid of it. |
| seizures, drowsiness or a coma if eaten. | | | | What can we learn from this case study? |
| It is a big blow for the company which has | | | | There are nine actions Bindeez should now do to |
| experienced great growth since winning the 2007 | | | | minimize the risk to their reputation: |
| Australian Toy of the Year award at the | | | | 1. Commit and engage |
| Melbourne Toy and Hobby fair. | | | | Accept responsibility, do not blame others, engage |
| The announcement also made an impact on | | | | with stakeholders especially consumers. |
| sharemarkets around the world. | | | | 2. Clear plan |
| Shares in the UK listed toy company, Character | | | | Work to deadlines, work out differences & |
| Group fell 22 per cent following an announcement | | | | get any 'dirt' or negative actions out in the open. |
| to customers it would recall the colourful bead toy | | | | 3. Calm |
| Bindeez. | | | | Company leaders must show confidence, caring, |
| The group is listed on the AIM market in London | | | | and certainty in a time of uncertainty. |
| and distributes Bindeez in the UK and Ireland on | | | | 4. Currency & accuracy |
| behalf of Melbourne-based Moose Enterprise. | | | | Key messages - focus on human life - show |
| "Character Group believes that its stock of | | | | empathy to those affected, accurate facts |
| Bindeez products conforms to UK safety | | | | & figures, what is the company doing to |
| regulations. | | | | help, and what is the call to action for concerned |
| "However, the group has, as a precautionary | | | | parents. |
| safety measure, instructed an independent test | | | | 5. Control the media |
| laboratory and a EU toxicologist to immediately | | | | Rehearse to stay on message, no speculation, no |
| test and analyse the chemical composition of | | | | "off record", no "ambush". |
| representative samples of the group's Bindeez | | | | 6. Concise |
| stocks in order to fully satisfy as to their safety," | | | | Release information, make it to the point and |
| said a spokesperon. | | | | timely. |
| Character Group's shares fell 43 pence, to 146 | | | | 7. Convene |
| pence. | | | | Set up a crisis team, a crisis centre, hold a press |
| This shows that a product recall, even by a | | | | conference so the action is a "one to many" |
| supplier can have a negative impact on share | | | | communication activity. |
| prices. | | | | 8. Connect |
| It has not been a positive time for toy | | | | Set up up to date distribution & lists and |
| manufacturers or retailers. Parents can be rightly | | | | release information. |
| concerned because between the months of May | | | | 9. Correct |
| and July of this year select lines of toys sold by | | | | Evaluate, review & correct if necessary any |
| US giant Mattel were found to have high levels of | | | | misinformation. |