Recent toy safety problems have predictably put toy retailers on edge. Understandably, they’re concerned that the loss of consumer confidence in the safety of toys will result in a significant downturn in sales, particularly as the holiday season approaches. But some retailers are stepping up to the plate in trying to regain consumer confidence.

At a Senate hearing last week, Toys “R” Us Chairman and CEO Gerald Storch testified on what his company is doing to help ensure that the products they sell are safe. One step: more independent testing, including spot checks on products already on their shelves to make sure they meet standards. Disney and Wal-Mart are also reportedly ramping up their testing. We wonder why this independent testing wasn’t already a part of these retailers’ protocols.

Storch described the measures that Toys “R” Us takes when recalls occur. According to his testimony, the company programs its registers to block the sale of recalled products. Recalled items are immediately removed from the sales floor, the stockroom, web site listings, and distribution centers.  Store managers are required to post recall notices on store bulletin boards.  Notices are also posted on the retailer’s web site. In addition, customers who’ve purchased recalled toys through the Toys “R” Us web sites are sent a bilingual e-mail notice informing them of the recall. We think that all retailers should take these measures when consumer safety is at risk.

Toys “R” Us also states it has also implemented a system to help customers return recalled products. Regardless of where the toy was purchased, Toys “R” Us will take it back under a “no quibble” policy. That sure beats the Mattel recall process, which involves contacting the company and returning the toy by mail to receive a voucher to buy another Mattel toy.  Of course, the Toys “R” Us “no quibble” policy gives them the opportunity to turn an unsafe product return into a new sale. Also, the retailer doesn’t bear the cost of the return since that’s charged back to the manufacturer of the recalled product.

Storch also testified that Toys “R” Us supports federal legislation that would shorten the allowable time frame for companies to report a safety problem to the Consumer Product Safety Commission. It also supports increasing the penalties for noncompliance with CPSC rules – and endorses requiring production codes stamped on products and packaging to make it easier for retailers and consumers to identify recalled items.

It appears that Toys “R” Us is taking increasing responsibility for ensuring the safety of the products they sell, but we will be watching to see the results. We also urge other retailers to take notice and put similar measures in place. If the CPSC had the power to hold retailers more accountable for selling products that don’t comply with safety standards, you could be assured that retailers would become more diligent in testing products before stocking them on store shelves.