Reebok International Ltd. has agreed to pay $1 million to settle a case with federal consumer protection authorities stemming from a recall of its charm bracelets that contained toxic levels of lead and contributed to the death of a 4-year-old boy.
The civil penalty is the largest for a Federal Hazardous Substances Act violation, according to the U.S. Consumer Product Safety Commission.
The settlement, reached last week, follows a 2006 recall in the U.S. and Canada of some 300,000 Reebok-branded bracelets that were distributed as free premiums with the purchase of children’s footwear. The 8-inch-long metal bracelets featured a heart-shaped charm engraved with the Reebok logo that were given out starting in May 2004.
In March 2006, a four-year-old boy from Minneapolis who swallowed the bracelet’s heart-shaped pendant died (Promo Xtra, March 28, 2006).
The child died from lead-induced brain swelling after swallowing a piece of metallic jewelry that contained high levels of lead.
Certain components of the charm contained between 78% to 93% lead, the commission’s original complaint said.
“This civil penalty sends a clear message that the CPSC will not allow companies to put children’s safety at risk,” said CPSC Acting Chairman Nancy Nord, in a statement. “Preventing dangerous metal jewelry from reaching the hands of children is a priority for our agency.”
As part of the settlement agreement, Reebok denied that it violated federal law.
“Since the recall, Reebok has implemented strict, mandatory policies and procedures, which ensure all gift with purchase and promotional items and premium products associated with our brand meet or exceed the highest quality and safety standards,” Paul Harrington, Reebok International Ltd. president and CEO, said in a statement.
Beyond premiums, other Chinese-made items containing lead, especially toys, have been subject to widespread recalls.
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