Product recalls and product-harm crises : A case of the changing toy industry

Purpose – The aim of this study is to investigate and analyze product recalls and product-harm crises in the US toy industry, which is a major area in marketing and firms' competitiveness. Design/methodology/approach – By using longitudinal data from the US Consumer Product Safety Commission (CPSC), the paper uses content analysis to compare and contrast toy recalls, product hazards and country of origin issues of 721 toy recalls in the US market between 1974 and 2008, covering 270 million recalled toys. Findings – Findings of this work reveal that most of the recalled toys were manufactured in China, although a wide variety of toy brands were designed in the USA. Major hazards of toy recalls included choking, lead poisoning, aspiration, fire/burn and other injuries. Research limitations/implications – The study relied on the CPSC's data that seemed representative of the toy industry in the US market, but missed other markets of Europe and Asia. Also, there was availability of detailed data in sub-categories of the toy industry. Practical implications – The paper provides useful academic and managerial implications that can help us understand the issues of product recalls and product-harm crises. Social implications – Toys are one of the most widely available products in the world; the industry is a $50 billion industry and has transformed itself from a small-scale business sector into a well-established industry. Originality/value – This investigation is particularly important in the areas of firm-specific competitiveness, business ethics and regulatory and societal issues.