Mattel faced multiple product recalls in 2007 due to safety issues. [1] Over 19 million toys were recalled for containing high levels of lead paint and dangerous magnets. [2] The recalls damaged Mattel's reputation and relationships. [3] Mattel took steps to regain trust by halting productions, tightening quality controls with suppliers, and creating a senior vice president role to oversee corporate responsibility.

1. Corporate Reputation Management Mattel Crisis Management - The year of recall

2. Case Studie The Company Core Brands /Top Toys Mattel Inc (MAT), the world’s largest toy company ► designs ► manufactures and ► markets toys worldwide

3. Types Of Reputation Crisis Internal External Technical Social Recall Lead Paint Maggnetts

5. Reputation & Threats to Reputation Relationship with China Lack of control of manufacture process Trustworthy company for children and community . In 1997 Mattel created the Global Manufacturing Principles , making them the 1st company to create a framework to ensure manufacturing would be conducted through consistent standards on a global level. At Mattel, unwavering integrity defines our corporate culture on every level, guiding how we work and how we do business. Solid standards of corporate governance are so important to earning and retaining trust, which is why we take corporate governance so seriously. We are pleased to provide the opportunity to take a closer look at our standards - those required, as well as those we impose on ourselves - in an effort to develop best practices, and earn your trust every day. Product integrity Possible Threats to Reputation

8. Mattel Action across time-period / Lessons Lessons Partnership Mattel Action across time-period  Scope the problem  Recalls  National Campaign press  Stopped production  Hired a senior vice president of corporate reputation to report to the CEO Face the problem with honesty /integrity Crisis plan Teamwork Daily meetings at set times Communication consistency Determine who sets up

9. “ Litttle one, have fun” http://www.youtube.com/watch?v=0oXwEwZtPME

10. Corporate Reputation Management Mafalda Condado Mónica Silva Patrícia Aguiar 2012