The second announcement in a fortnight from Mattel for the recall of toys due to safety concerns has had to create global awareness of the problems instantly while trying to avoid mass panic amongst their consumers. In addition to taking out full page ads in the national press Mattel also took the opportunity to video their Chairman & CEO Bob Eckert making an impassioned statement on behalf of the company.

If anyone had any doubts about the increasing use and value of video through the Web than this is another fine example of how a brand can communicate to the media and its audience simultaneously. With an anticipated 18.5m products recalled globally (2m in the UK alone), the need for a swift response from Mattel has been essential to avoid long term damage to the company’s reputation. Showing the compassion of Eckert, a like-minded concerned parent, through the video shows an individual who is prepared to face up to errors and explain how they are overcoming them. The video personalises the issues and looks to build empathy and trust with the viewer. The footage from the Mattel website has subsequently been featured on traditional TV news bulletins such as the ITV news at 22.30. By their swift response and acknowledging the benefit of the Internet to deliver their message in a personal and timely fashion, Mattel may live to fight, or play, another day.