Bindeez Product Recall – 9 Lessons For Crisis Management


“Moose Enterprise has announced an immediate and voluntary Australia wide product recall for its Bindeez Beads toy after being informed that some children who had swallowed the beads required medical attention.

As a precaution, Moose Enterprise has advised that parents and carers of children should immediately remove the product. The company has advised that if the product has been swallowed, parents should seek immediate medical attention, even if the child is not showing any adverse symptoms.

Moose Enterprise, CEO, Manny Stul, says that the safety of children is the company’s first priority. In order to best protect the safety of children who have, or may, come into contact with the toy, the company has voluntarily recalled the product and is fully cooperating with health and consumer affairs organisations.

The company’s products, which are manufactured by internationally approved toy manufacturers in China, are subject to world standard independent testing. Moose Enterprise has not experienced any safety concerns with its products since the company was purchased by its current management team six years ago.

The product was immediately withdrawn from sale yesterday and parents can receive a refund by freecalling 1800 303 895 or email Further information will be made available as soon as possible.”

This was the official assertion issued by Moose Toys on the seventh November 2007, at some point after they have been recalled from cabinets.

Can Bindeez get better from its product recall?

The award-profitable kids’s toy has been recalled as a result of it comprises a chemical which turns right into a harmful celebration drug when metabolised within the physique.

Bindeez are made in China and reported to include tons of of beads which may induce seizures, drowsiness or a coma if eaten.

It is an enormous blow for the corporate which has skilled nice progress since profitable the 2007 Australian Toy of the Year award on the Melbourne Toy and Hobby truthful.

The announcement additionally made an affect on sharemarkets all over the world.

Shares within the UK listed toy firm, Character Group fell 22 per cent following an announcement to prospects it might recall the colorful bead toy Bindeez.

The group is listed on the AIM market in London and distributes Bindeez within the UK and Ireland on behalf of Melbourne-based Moose Enterprise.

“Character Group believes that its stock of Bindeez products conforms to UK safety regulations.

“However, the group has, as a precautionary security measure, instructed an impartial take a look at laboratory and a EU toxicologist to instantly take a look at and analyse the chemical composition of consultant samples of the group’s Bindeez shares to be able to absolutely fulfill as to their security,” said a spokesperon.

Character Group’s shares fell 43 pence, to 146 pence.

This shows that a product recall, even by a supplier can have a negative impact on share prices.

It has not been a positive time for toy manufacturers or retailers. Parents can be rightly concerned because between the months of May and July of this year select lines of toys sold by US giant Mattel were found to have high levels of lead paint.

A third party manufacturer in China was found to be at fault but more than 19 million toys had to be recalled globally.

The Bindeez product recall only added fuel to the fire as these irate parents commented on the Media Motivators blog.

“Why is it that so many Companies that manufacture off-shore take so little accountability within the high quality of their merchandise?” said one parent.

“Why is it somebody all the time has to get sick and even die earlier than motion is taken? Why do I hear this assertion from remembers time and again “the manufacturer substituted an ingredient without our knowledge”?

In my opinion the ultimate high quality testing ought to all the time stay with the native distributor/importer and you need to batch take a look at your merchandise in Australia to test in the event that they meet the native security necessities.

You are completely accountable for your merchandise.

Please, I urge you, for the sake of our kids, please test your merchandise earlier than releasing them on the market.”

Another parent also noted “After having to cope with my daughter’s disappointment at dropping considered one of her favourite toys and unknowingly placing all three of my younger kids in danger, there isn’t any approach I’d ever danger shopping for this product once more.”

“I too have a stack of Bindeez in my residence. I now not have receipts and a variety of them have been used to “create” artworks. Where do I stand on getting my a reimbursement?” said another parent.

Media reports suggest the beads should contain a non-toxic glue but instead contain the chemical which the body metabolises into gamma-hydroxy butyrate (GHB), also known as fantasy or Grievous Bodily Harm.

All Bindeez products will be removed from sale and households with the toy were urged to get rid of it.

What can we learn from this case study?

There are nine actions Bindeez should now do to minimize the risk to their reputation:

1. Commit and engage

Accept responsibility, do not blame others, engage with stakeholders especially consumers.

2. Clear plan

Work to deadlines, work out differences & get any ‘dirt’ or negative actions out in the open.

3. Calm

Company leaders must show confidence, caring, and certainty in a time of uncertainty.

4. Currency & accuracy

Key messages – focus on human life – show empathy to those affected, accurate facts & figures, what is the company doing to help, and what is the call to action for concerned parents.

5. Control the media

Rehearse to stay on message, no speculation, no “off report”, no “ambush”.

6. Concise

Release information, make it to the point and timely.

7. Convene

Set up a crisis team, a crisis centre, hold a press conference so the action is a “one to many” communication exercise.

8. Connect

Set up updated distribution & lists and launch info.

9. Correct

Evaluate, assessment & right if obligatory any misinformation.


Source by Thomas Murrell

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