Yesterday Hasbro launched a new ad campaign in certain newspapers to promote its comparatively stellar safety record with toys—it hasn’t had any big ticket items show up in the lead-tainted parade this year (or to the date-rape afterparty) and it wants consumers to know.

Hasbro’s chief executive, Alfred J. Verrecchia, said yesterday in an online chat

“We believe that our high standards and robust testing and inspection process have allowed Hasbro to avoid any of the lead paint recalls. People should feel good about buying Hasbro products this holiday season. omg lol :)”

(We added that last bit to give it more of an online chat feeling.)

According to the Dallas Morning News,

The ad, an open letter to consumers from Hasbro chief executive Alfred Verrecchia, is meant to look like a public-service message, said Bob Chimbel, CEO of [ad agency] Uproar.

“It looks reserved, and that’s how we want the message to appear,” said Mr. Chimbel, whose firm’s main client is Hasbro. “Logos of all our brands will appear since a lot of people know our brands, but not Hasbro.”

Hasbro did recall a million Easy-Bake Ovens this summer because children’s hands were getting caught in a door, but at least it wasn’t a lead-tainted door. The company’s last recall before that was in September 2006.

“Hasbro launches advertising blitz to counter consumer fears” [Providence Journal]
“With Dallas firm’s help, Hasbro plans ad to emphasize its toys’ safety” [Dallas Morning News]

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