After massive recalls, shoppers say they’re willing to pay more for toys made in America.
By Jenni Mintz
Scripps Howard News Service
Spending $200 on a tricycle was more than what Lisa Porto planned to spend.
Instead of buying a cheap tricycle made in China, the science teacher at Nordhoff High School in Ojai, Calif., is considering one that’s mostly metal and made in Germany for her 18-month-old son, Rowan.
She’s not the only cautious one.
Reacting to this year’s largest toy recall in history, many consumers are making fewer impulsive buys and researching products online. A survey by online toy retailer eToys also found that 45 percent of respondents are now willing to pay more for toys made in America. The change in shopping habits comes at a critical time for retailers gearing up for the all-important holiday season.
Much of the blame has been directed at China’s toy manufacturers, which have come under fire for making poorly designed toys with excessive amounts of lead or high-powered magnets, which can cause harm or death if swallowed.
Mattel Inc., the world’s largest toy maker, based in El Segundo, Calif., has alone recalled an estimated 21 million toys. Toys “R” Us delivered more bad news last Wednesday when it recalled about 16,000 Chinese-made Elite Operations toys, including Command Patrol Centers, Barracuda Helicopters, Super Rigs sets and three-packs of 8-inch figures, because of lead contamination.
Still, slightly more than a third surveyed by eToys said they are not willing to shell out more money for toys made in the United States.
“We have no one to blame but ourselves (for the recalls) because people love cheap products,” Porto said.
It’s not as if parents didn’t already have plenty to worry about.
“I’m always concerned about things he’s exposed to, whether it’s carpet chemicals, flame retardants on furniture or upholstery,” Porto said of her son. “Now, we have to add toys to the list. It really is a concern.”
Consumers are programmed to look for the best prices, said Betsy Hargus, director of marketing for Prescient Applied Intelligence, a supply-chain solutions provider. She said toy recalls have spiked in recent years since outsourcing has become a phenomenon.
Industry officials estimate that China produces 80 percent of the world’s toys.
“It’s a race to see what can be done the cheapest,” she said. “He who has the lowest price wins.”
Still, people are going to be more cautious about where and how toys are made, she said, noting that the recall will increase demand for toys with the best safety records.
Betsy Stix tries to let her two boys make their own choices when shopping with their own money, though she steps in if she feels a product is unsafe. At 7 and 10, the boys already are aware that what they buy affects the world, she said, adding that they’ve discussed the toy recall.
“I think it’s up to every parent to make his or her children aware,” said Stix of Ojai. “Sadly, we cannot depend on toy companies or big business to make healthy choices for our children.
On a recent shopping trip, the boys were looking for yo-yos, but they couldn’t find one made in the United States. They purchased two anyway. If they had a choice, they would buy a U.S. product, Stix said.
“But there’s no choice in most places,” she said. “It’s a never-ending battle.”
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