Survey: Toy Safety a Big Concern

Fenton, Mo., Although more than half of U.S. consumers (53% percent) said they will buy toys this holiday season, the recent spate of toy recalls will impact buying decisions, according to a recent Maritz Poll.

More than eight out of 10 of those buying toys (82%) were aware of the toy recalls from China involving lead paint. Of those buying toys and aware of the recalls, 77% stated that the recalls will affect their holiday shopping this year.

“Toy safety is clearly a concern for consumers this holiday season and you wouldn’t know it by looking at American toy aisles,” said Gloria Park Bartolone, VP of Maritz Research’s Retail Group. “There’s little or no signage to restore customers’ confidence in toy safety, and most associates are not informed about the recalls. Retailers need to prepare … and fast.”

According to Bartolone, retailers could improve the customer experience in the toy aisle this holiday season by informing store associates about the recalls and training them to address questions and concerns from customers. She also said retailers should create signage to assure customers that shelves are regularly inspected to ensure toy aisles are “recall-free.” Keeping an updated list of toy recalls on hand for store associates to use as a reference is also advised, Bartolone added.