When the $22 billion toy industry was staggered by numerous recalls on products made in China that were tainted by lead paint, K'NEX Brands, the third largest toy construction company in the world, decided this could be its chance to distance itself from all the controversy. The company called upon Child's Play Communications to help in the effort.
Strategy
"[Child's Play] advised us on how we could rise above the negative publicity of the recalls and position K'NEX as a safe ...