Dec 10, 2007

Not your typical toy-buying seasonBy Matt AndrejczakMarketWatch.com

San Francisco (MarketWatch) — Before the recent spate of toy recalls, Ashley DiGeronimo never bothered reading the fine print that revealed where a toy was manufactured.

“I never gave it a second thought,” said DiGeronimo of Montclair, N.J., who lists Legos and Hot Wheels among the gifts her boys Alan, 7, and Robbie, 4, will get for Christmas.

This year, however, is different. Before dashing off to Toys “R” Us or jumping online, parents are doing their homework following a four-month onslaught of recalls, tallying more than 21 million toys.

Toymakers have been struggling with a flurry of product issues that have called the industry’s reputation into question ahead of the crucial holiday-shopping period. The recalls have cost millions in testing, legal and advertising costs, as well as for product returns.

High levels of lead paint have been cited in some cases, while magnets that can come loose and pose choking threats and other health hazards also have been the focus of consumers and regulators.

Now parents are checking the federal recall list, asking shop clerks where toys are made, avoiding plastic toys or in some cases sticking to board or card games.

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