In doing homework for my PR Case Studies class, I came across a case about how the Vermont Teddy Bear Company developed a "Crazy for You" bear for Valentine's Day 2005. The bear, fitted in a straitjacket with commitment papers, was meant to send a message of complete craze over a loved one, but instead outraged mental health advocates saying the doll encouraged stereotypes and misperceptions about mental illness.
I was interested to find out more information, so I Googled the story. Turns out the company decided not to pull the product despite growing complaints from mental health associations and ended up selling out of the product.
In any case, one of the hits that came up in the Google search was a TIME's article titled, "Top 10 Dubious Toys."
The #1 dubious product was from American Girl Co. (my favorite company in elementary school!) The doll named Gwen was, as the article describes it, "cute and cuddly and also happens to be homeless."
Many moms criticized the product calling it insensitive. One blogger lashed back noting, "The only thing obscene about this American Girl controversy is that it takes a plastic doll and her fictional biography to have everyone up in arms. Yet the real stories of homeless children crowding shelters and schools are accepted without an ounce of outrage."Much like the "Crazy for You" bear, the two companies could have better handled these controveries. Instead of creating insensitive and offensive products for profit, the least they could have done after the complaints was donate some of the profits to homeless shelters in the American Girl case, and mental health associations in VT Teddy Bear's case.
Makes you think twice about when companies say they are socially and corporately responsible. Planting a few trees doesn't make up for offending numerous homeless or mentally-afflicted Americans and their loved ones.
No comments:
Post a Comment