Teddy Bear
I. BACKGROUND INFORMATION
Troy Kingdom is a large toy store chain operated by the Snow Mart with its corporation name, the "International Toyworld Inc". It has been known to feature variety of toys, gizmos & gadgets since 1991 and is one of the most respected toy companies in the country. However, research showed that its teddy bears contained the second highest level of antimony, a chemical that caused Sudden Toddler Death Syndrome (STDS) as stated by University of the Philippines Chemist, Dolly Busiksik.
On November 19, 2003, Imbestigador, a GMA7 investigative program known to tackle societal anomalies, informed the company that they would air a segment on the cause of STDS based on the work of Ms. Busiksik. They gave the company two production days to come up with their official statement. It gave Troy Kingdom very little time to even come up with a scientific debate. The company confirmed that it has stopped selling teddy bears in anticipation to the new research. With this situation at hand, Troy Kingdom is at risk of a negative media hype that may potentially harm their carefully cultivated reputation among patrons. II. TIME CONTEXT
The case happened on November 2003. III. POINT OF VIEW
We take this case as the internal Public Relations officers of Troy Kingdom. IV. ANALYSIS
We used the SLIT (Social, Legal, Industry and Technological) variation.
Social
The teddy bear is an integral part of any person’s childhood. It’s a symbol of companionship in the absence of a personal entity. However, the toy’s cuddly nature was doubted when Dolly Busiksik, a chemist from the UP, theorized that a substance used in manufacturing the teddy bear poses a health hazard to children or anyone who hugs the toy. She introduced the theory of the cause of STDS, which states that antimony (a metallic substance contained in teddy bear stuffing) reacts poisonously to a child’s saliva, sweat, water or any other bodily fluid. The theory could mean a sudden drop
Troy Kingdom is a large toy store chain operated by the Snow Mart with its corporation name, the "International Toyworld Inc". It has been known to feature variety of toys, gizmos & gadgets since 1991 and is one of the most respected toy companies in the country. However, research showed that its teddy bears contained the second highest level of antimony, a chemical that caused Sudden Toddler Death Syndrome (STDS) as stated by University of the Philippines Chemist, Dolly Busiksik.
On November 19, 2003, Imbestigador, a GMA7 investigative program known to tackle societal anomalies, informed the company that they would air a segment on the cause of STDS based on the work of Ms. Busiksik. They gave the company two production days to come up with their official statement. It gave Troy Kingdom very little time to even come up with a scientific debate. The company confirmed that it has stopped selling teddy bears in anticipation to the new research. With this situation at hand, Troy Kingdom is at risk of a negative media hype that may potentially harm their carefully cultivated reputation among patrons. II. TIME CONTEXT
The case happened on November 2003. III. POINT OF VIEW
We take this case as the internal Public Relations officers of Troy Kingdom. IV. ANALYSIS
We used the SLIT (Social, Legal, Industry and Technological) variation.
Social
The teddy bear is an integral part of any person’s childhood. It’s a symbol of companionship in the absence of a personal entity. However, the toy’s cuddly nature was doubted when Dolly Busiksik, a chemist from the UP, theorized that a substance used in manufacturing the teddy bear poses a health hazard to children or anyone who hugs the toy. She introduced the theory of the cause of STDS, which states that antimony (a metallic substance contained in teddy bear stuffing) reacts poisonously to a child’s saliva, sweat, water or any other bodily fluid. The theory could mean a sudden drop
References: * http://www.philstar.com/Article.aspx?articleId=397405 * http://www.dti.gov.ph/dti/index.php?p=62 * http://dtincr.ph/faq_product_standards.php * http://nafc.da.gov.ph/afma/PDF/vol3-foodsafety.pdf * http://www.philretailers.com/index.php?option=com_content&view=article&id=32%3Atoxic-toys-youd-better-watch-out-&Itemid=19 * http://hbswk.hbs.edu/item/5755.html * http://www.healthystuff.org/chemicals.other.php * http://prwisdom.wordpress.com/may-day-may-day-crisis-management-katie-graczyk/ * http://www.dti.gov.ph/dti/index.php?p=249