Like all major companies, Mattel has weathered its share of storms. The company has faced a series of difficult and potentially crippling challenges, including the recent verdict against the company in the Bratz lawsuit. During the wave of toy recalls, some analysis suggested that the company's reputation was battered beyond repair. Mattel, however, has refused to go quietly. Although the company admits to poorly handling recent affairs, it is attempting to rectify its mistakes and to prevents future mistakes as well. The company appears to be dedicated to shoring up its ethical defenses to protect both itself and its customers. Mattel's experiences should teach all companies that threats could materialize within the marketing environment in spite of the best-laid plans to prevent such issues from occurring