Mattel's Commitment to Ethics
Core Product: Cabbage Patch Kids
Since the introduction of Cabbage Patch Kids in 1983, more than 80 million dolls have been purchased around the world. The dolls were unique in many respects, including their representation of many races and ethnicities through individualized facial and body features. When Mattel introduced the Cabbage Patch Kids Snacktime Kids in the fall of 1996, it expected the dolls to continue the success of the original product line.
The Snacktime Kids had moving mouths that enabled children to "feed" the doll. Unfortunately, this unique feature proved dangerous to some kids. Reports of children getting their fingers and hair caught in the dolls’ mouths surfaced soon after the 1996 holiday season. By January 1997, Mattel had voluntarily pulled all Snacktime Kids from store shelves. In addition, consumers were offered a cash refund of $40 when returning the dolls. As CEO Barad indicated, "Our job is to bring joy to children’s lives. If any of our products are causing concerns, we are committed to responding in a responsible manner." The United States Consumer Product Safety Commission applauded Mattel’s effort with the Snacktime Kids situation.