I heard on the radio this morning that Little Tikes is recalling 1.7 million tool kits and tool benches because of over-sized nails. The radio announcer said “just place the nails in a place your kids can’t reach them and they should be fine.” I felt like that was not enough of recall since at least two children had already choked…I decided to check out the Little Tikes website.
The Little Tikes website had something alarming on it. The recall is for products that were bought anywhere from 1994-2004. The products had been discontinued and redesigned in 2004 and were no longer a hazard.
The company did have a recall in 2009 after a few choking incidents, but apparently over 1.7 million were still out there, and still having the same problems. Why did it take 5-15 years before the first recall, when they obviously knew in 2004 that there was a problem (the reason it was discontinued).
Hasbro also has a track record of recalling toys, and then calling for more recalls years later. The Easy Bake Oven was recalled in 2006 because children were burning their fingers when trying get their desserts out. Over 100,000 children burnt their fingers before the first recall happened which is a lot more than the few kids who choked with the Little Tikes tool set.
Just like returning the nails for the tool set, the Easy Bake Oven recall was simply filling out a form and getting a replacement part. After the recall, another 250 children were burnt, resulting in a compete recall of all ovens made before 2006.
One more thing that ties these two cases together is that both recalls were for products that had already been altered. The Easy Bake Oven recalled was in 2007 for ovens made in 2006 and before, showing that the model for 2007 was different. The tool box was recalled for models manufactured in 2009 and before, and since it is 2011 the model had already been changed.
Utilitarianism
After years of following the utilitarianism theory, continuing to sell the product and not doing a recall, Little Tikes took a turn and ended up not following the theory. If the company had not recalled the product, it would have fallen under the utilitarian rule.
Utilitarianism does not take into account emotions, and when dealing with little kid’s emotions is key. Only a few children choked and all recovered so recalling the toys under the utilitarian theory would not be the greatest good for the greatest number
The Easy Bake Oven recall did not leave the items on the shelf either, at least the second time around. If they would have stopped at the first recall and continued selling the product, their actions would have fallen under this theory. However, more children got hurt and they decided to take everything off the shelves and recall all the ovens sold.
Both cases did not follow property number one of the utilitarianism rule either. The rule states that decisions should be based on the majority with little thought to that of the minority. For both recalls the majority of children who had the toys were not injured. There was a minority of about 100,000 of millions for the Easy Bake Oven and an even smaller one of 2-5 children for the tool sets.
Egoism
When I first read of the recall, I thought that they were looking out for their consumers and not themselves. After reading a little bit more, and looking into what the egoism theory really means, I saw that in fact Little Tikes was doing exactly what the theory states.
Little Tikes only recalled their product so that in the long run, parents will feel safer about buying from them. The nails that were/are being recalled are not a huge cost to the company, and what they are gaining is trust in their brand.
The Easy Bake Oven recall took a little bit of a turn to make it an egotistic move. The first move (recalling the part and replacing it) was not a huge deal to them or the consumer. After a few more children got burnt, they recalled all ovens and the ones in stores. This move was more egotistic. They basically recalled the rest of the ovens because of media coverage and concerned parents hounding them and made the move to prevent their brand from becoming tarnished.
Hasbro did the major recall of ovens to save their skin. In order for parents to want to get an oven again, some for the third time, they needed to take extra precautions, not just for the kids, but for themselves.
Conclusion
The Easy Bake Oven recall is one that I remember from childhood. I remember having to return my oven to the store (I got a princess tent instead) and I remember thinking about the minority of people who would get hurt. The Hasbro Company learned their lesson the hard way, and I am sure they weigh these theories every time they do a recall.
In my opinion, the Little Tikes recall is far from over. Although their decisions thus far can be sorted into many of the classical ethical theories, their future decisions about the product could change the theories their actions fall under entirely.
-Sara Alderman
Other sources:
http://www.wcpo.com/dpp/money/business_news/big-recall-of-little-tikes-play-tool-sets
http://edition.cnn.com/2007/HEALTH/02/06/toy.oven.recall/index.html?eref=rss_topstories
No comments:
Post a Comment