Toys: Intensive Care for a Talking Bear

During the Christmas season Teddy Ruxpin became the most talked-about talking bear in toyland. Children were overjoyed by the way Teddy’s mouth moved when he told them stories. About 1 million of the bears have been sold at a price of $60 or more. But Teddy has been suffering some breakdowns. Many customers and retailers have complained, and about 35,000 Ruxpins have been returned to stores or the manufacturer, Worlds of Wonder of Fremont, Calif. The company, though, maintains that the percentage of defective Teddys is below the industry norm and that the newest bears have been improved.

One problem was that the story tapes, which are inserted in Teddy’s back, got misaligned, rendering him speechless. Some youngsters have even tried to feed Teddy. “We find all kinds of bizarre things down his throat,” says ! Robert Goldberg, executive vice president for marketing at Worlds of Wonder. Teddy’s ills are easily cured, however. When returned to the manufacturer, he is wheeled off to Grundo General Hospital, where he is repaired or replaced. Usually, Teddy is in good voice and headed home within ten days.