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Retailers That Play It Safe At Jackrabbit Toys (jackrabbittoys.com) in Sea Girt, New Jersey, customers are asking more questions since this summer's high-profile recalls of toys made in China.

By Gwen Moran

Opinions expressed by Entrepreneur contributors are their own.

The heightened concern presents an opportunity for U.S.-based retailers and manufacturers, says Richard Gottlieb, founder of Richard Gottlieb and Associates LLC, a business consulting firm that specializes in the toy market.

Shaky parents sick of pulling potentially dangerous playthings out of their kids' hands and mouths are likely willing to pay more for toys made in the U.S. or Europe, where manufacturing controls are more stringent, says Gottlieb. Mass market retailers are more open to hearing from smaller, U.S.-based manufacturers now, and that will continue if there are more recalls, he says. Manufacturers should be promoting their manufacturing locations on boxes and through print material to existing retail customers to give themselves an edge this holiday season.

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