Mattel's The Playground Community Created by Communispace Helps Them Weather Recall Storm

Mattel's Worldwide Consumer Insights Department created The Playground, a private online community of 500 moms with kids aged 3—10, with Communispace in June 2007 to help them listen to and gain insight into the lives and needs of moms to help drive growth and innovation. During the fall of 2007, Mattel had a series of product recalls on popular toy brands that sent the organization reeling. In order to make things right with their consumers as quickly as possible and assuage consumers' fears they turned to the Consumer Insights Department and its Playground Community for guidance. Using this group of highly engaged and dedicated moms, they were able to weather the recall storm so that their business, heading into the busy holiday season, wouldn't be battered beyond recognition. Moms from the community provided Mattel with insights around how they felt about the recall, how they felt about Mattel, how they felt about China-produced toys, their perceptions of Mattel's response plan, what their biggest fears and concerns were, and what Mattel could do to help them.

Despite several worldwide product recalls in 2007, Mattel reported fourth quarter 2007 sales had increased 6% over last year. Having a primed and ready group of brand advisors in The Playground Community to help at a moments notice was key to making the right moves and keeping the business on track. Via Mattel's Worldwide Consumer Insights Department, CEO Bob Eckert, his senior management, and Mattel's corporate communications team received regular updates from the community during the crisis period. The community gave them the information they needed to develop relevant and meaningful messages for the market. During some of the most trying times, the community was responding daily to Mattel's requests for guidance and providing honest and thoughtful feedback that was only possible because they had already begun a relationship with members through The Playground. Mattel's listening strategy helped it to weather a difficult period and further solidified its relationship with moms as a brand that cares deeply about children and their families.