Online retailers doing Mattel (MAT) recall grunt work on notifying parents

The toy recall that is still gripping the attention of parents inside and outside the U.S. has brought even more scrutiny onto the problem of quality control on products made in China. Due to several high-profile food-related recalls this year (including a toothpaste and pet food recall) the Chinese supply chain was already well under fire. Additionally, some parents have indicated that they blame the companies that distributed the toys as much as they blame the Chinese manufacturers who made them.

Who is stepping in to provide damage control? Why, retailers of course. The stores that are most directly affected by parents' disinclination to buy toys right now are already deep in the game this week. Companies such as Amazon.com (NASDAQ: AMZN), eToys.com and the online division of Wal-Mart Stores, Inc. (NYSE: WMT) -- Walmart.com -- have all been communicating with online customers via email about how to take the guesswork out of product recalls. In other words, providing lists of what is and isn't on the recall list, and how to properly dispose of those toys that are being recalled. It's a great strategy to retain customers and put yourself ahead of the perceived "non-caring" retailers.