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"All I want for Christmas is my two front teeth" ...and toys made in America.An article in today's Wall Street Journal (subscription still required) describes how domestic toy makers now have a possible leg up on the competition as consumers head into the holiday buying season. The few remaining domestic toy manufacturers are reportedly launching marketing campaigns aimed at showing consumers their all-American, all-safe wares.
Seems "Made in America" is once again a selling point, especially to parents looking to avoid toxic levels of lead paint that have prompted four major toy recalls in recent months. All of the toys recalled have come from China, manufactured for major toy companies such as Mattel Inc. (NYSE: MAT).
Just today, Mattel is making headlines after a congressional subcommittee released documents showing that some Mattel-made toys recalled this summer contained lead amounts more than 180 times the federal safety limit.
But what's been a huge headache for Mattel is now seen as an opportunity for small, domestic toy makers. According to the article, one such company, K'Nex Industries Inc., a family-owned business that makes the plastic construction sets that three-year-old boys seem to love, spent much of August redesigning its packaging to reflect the fact that it's made in America.
Companies are slapping flags onto their websites and big MADE IN THE USA stickers onto their packaging. Toy retailers such as Toys "R" Us and FAO Schwartz are also reportedly making sure their sales people are able to help parents find the country of origin before purchasing a toy this season.
It will still be an uphill battle to find toys that are made right here in America -- some 80% of toys are now made in China, the result of years of outsourcing and bottom-line thinking by manufacturers. And as any parent knows, those European toys can be pretty pricey.
But if there's a market, someone will rush to fill it. Do American parents have the consumer chops to create a thriving, new, good old-fashioned toy industry again in this country? Watch this space.
Click here for Mattel toy recall news
Brian White: Recalled Mattel (MAT) toys found to have 180 times the lead limit
Peter Cohan: Is China hurting Disney's (DIS) reputation?
Sarah Gilbert: Mattel's third toy recall: Parents response ho-hum, could Barbie survive?
Zac Bissonnette: Toys 'R' Us joins the recall club -- and how you can capitalize
Michael Fowlkes: More children's products join the Chinese recall list
Beth Gaston Moon: Mattel (MAT): Looking into the latest recall
Michael Fowlkes: Chinese executive found hanged following Mattel (MAT) toy recalls
Hilary Kramer: Mattel, Inc. (MAT): Buy or sell after recall?
Tom Taulli: Mattel toy recall: Lessons for business owners
But what's been a huge headache for Mattel is now seen as an opportunity for small, domestic toy makers. According to the article, one such company, K'Nex Industries Inc., a family-owned business that makes the plastic construction sets that three-year-old boys seem to love, spent much of August redesigning its packaging to reflect the fact that it's made in America.
Companies are slapping flags onto their websites and big MADE IN THE USA stickers onto their packaging. Toy retailers such as Toys "R" Us and FAO Schwartz are also reportedly making sure their sales people are able to help parents find the country of origin before purchasing a toy this season.
It will still be an uphill battle to find toys that are made right here in America -- some 80% of toys are now made in China, the result of years of outsourcing and bottom-line thinking by manufacturers. And as any parent knows, those European toys can be pretty pricey.
But if there's a market, someone will rush to fill it. Do American parents have the consumer chops to create a thriving, new, good old-fashioned toy industry again in this country? Watch this space.
Click here for Mattel toy recall news
Brian White: Recalled Mattel (MAT) toys found to have 180 times the lead limit
Peter Cohan: Is China hurting Disney's (DIS) reputation?
Sarah Gilbert: Mattel's third toy recall: Parents response ho-hum, could Barbie survive?
Zac Bissonnette: Toys 'R' Us joins the recall club -- and how you can capitalize
Michael Fowlkes: More children's products join the Chinese recall list
Beth Gaston Moon: Mattel (MAT): Looking into the latest recall
Michael Fowlkes: Chinese executive found hanged following Mattel (MAT) toy recalls
Hilary Kramer: Mattel, Inc. (MAT): Buy or sell after recall?
Tom Taulli: Mattel toy recall: Lessons for business owners
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Reader Comments (Page 1 of 1)
9-19-2007 @ 4:47PM
brian said...
And Keep It That Way!!!!!!!
9-19-2007 @ 6:45PM
MarTee said...
You seem to be making fun of the toy companys.
My teen-aged grandson loves Knex.
No 3 year old could put together the gaint Ferris Wheel or the Vertical Vengeance Coaster. Sure ther a construction toys for the little kids too, but these are big.
I really hope that the toy companys, wake up & bring their manufacturing back to the states so jobs can be created here. Stop the outsourcing.
10-07-2007 @ 4:51PM
william said...
Lead - More than 180 times! Think of it! wow! And lead is only one the reasons to keep away from products from China. I like companies like Spark Games LLC that make award winning game called Questionary, made in USA. Like others they could have gone out too to get it manufactured in China.
Questionary - A great game by great people!
11-01-2007 @ 9:44AM
Mark Johnson said...
Proudly American! is more than a statement of national pride, it is a reassurance that companies and their products carrying the Proudly American symbol are of high quality, are socially responsible and are supporting the local economy.
The objective of the Proudly American campaign, introduced by business, and community organizations all across the United States of America, is to advocate and promote American companies, products, and services in an effort to stimulate the economy and job growth in the United States.
http://proudlyamerican.org
11-02-2007 @ 1:36PM
Jen said...
There are very popular toys that are safely made in Europe. Playmobil for 1, and my personal favorite, LEGO. But support your local American made brand always!!!