Step2 Summary of Action

TINA.org investigated the well-known children’s toy company, Step2, and determined that the company is marketing products using deceptive “Made in the USA” representations. Specifically, Step2 markets its product line using the unqualified “Made in the USA” claim despite the fact that 90% of Step2 products are wholly or partially made outside the U.S., with 5% made entirely in China, according to the Step2 website.

As a result of these findings, TINA.org sent a warning letter to Step2 on July 11, 2017 alerting it to the issues and requesting that the company immediately remedy the deceptive marketing.  On July 17, 2017, Step2 responded saying, among other things, that, as a result of receiving TINA.org’s letter, the company had suspended all marketing and social media related to its Made in USA campaign while it develops a new approach that eliminates “the confusion” created by Step2’s previous Made in USA marketing.

TINA.org will continue to monitor the company, its progress, and any future marketing materials that may be issued.

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