I received the letter pasted below from Toys R Us today (even though it is dated yesterday). The letter addresses the recent rash of toy recalls and what Toys R Us, a place I shop often, is doing to address them. In the letter they talk about several new initiatives including a new safety microsite, a toy recall email distribution list as well postings recall information in stores.

I have to say that I am very impressed by their actions. With a busy shopping season right around the corner this does help to give me peace of mind. It feels good to know that they are being this proactive and moving from being “just a toy store’ to a resource for toy safety information.

Here is the letter. What do you guys think?

September 12, 2007

Dear Valued Guest,
As a father of five children, I understand the concerns parents have about product safety. And, as the CEO of the world’s largest toy and baby products retailer, I can assure you that nothing is more important to our company than the safety of children. It is at the heart of who we are as a company.

The issue of product safety goes well beyond business and directly to the well-being of the families we serve. We are wholly committed to our customers’ safety and have reiterated that simple, single fact to our suppliers and business partners. We will not tolerate products that do not meet our rigorous safety standards.

When it comes to the safety of children, the bar can never be too high, and we are constantly looking at ways to build on our already substantial safety efforts. That is why today we are announcing further improvements that will ensure you have access to even more rapid and detailed information on safety issues. These improvements include:- A new Safety microsite at www.Toysrus.com/Safety to help you find all product safety and recall information;- The introduction of an email notification system for product recalls;- The addition of bilingual recall notices should there be future recalls; and- The introduction of new Safety Boards in all of our stores, which will contain important product safety information, including recall notices.

As the toy and baby products authority, we understand the unique role we play as the conduit between manufacturers and our customers. It is a role we take very seriously and requires our constant vigilance. On behalf of the entire Toys “R” Us, Inc. family, please know that we will continue to work tirelessly to guarantee we are doing everything we can to provide only the safest shopping environment for all families.

Sincerely,Gerald L. Storch
Chairman and Chief Executive Officer
Toys “R” Us, Inc.