DESPITE a high profile product recall that saw thousands of potentially dangerous toys stripped from shop shelves across Bucks last week, the actions of Mattel have not damaged consumer confidence, according to a leading toy chain.

Nearly two million toys were affected in the UK, after a series of alerts. Products were recalled after they were found to contain small, loose magnets, while other toys contained dangerously high levels of lead in their paint.

But Gary Grant, of The Entertainer, which has stores in Amersham and Beaconsfield, does not think that consumer confidence has been as badly shaken as many feared. He said: "There has been no impact on our shops at all. The information about the products was driven by the toy trade, and the problems were not found by anyone but the toy trade. From The Entertainer's perspective there has been no decline in sales. In fact, Mattel's sales have actually increased, which surprised me. It just shows that consumers have faith in good brands, knowing they will act on these problems."

But some operators feel that the recall has hit them harder.

Liz Sheardown, manager of Marlow Toys, in High Street, Marlow, said: "We have had to take a lot of stock off the shelves. We have lots of gaps now, which obviously isn't very good for us at all." The shop say that around ten to 15 of their lines have been affected, including some Polly Pocket playsets.

It was feared that if children were to ingest the loose magnets in those products, as well as some Batman and Doggie Daycare toys, they could be at risk of serious, or potentially fatal, intestinal blockages or perforations.

Mattel, which has its UK head office in Maidenhead, has been operating a 24 hour helpline to reassure customers. The worldwide recall will affect more than 18 million toys across the globe.

The last recalled toy - a Sarge truck, from the film Cars - came when Mattel found that a subcontractor which painted parts of the toys had been sourcing paint from an unauthorised supplier.

The recall is one in a series of alerts about Chinese products, particularly in the US, causing fears that consumer faith in the "Made in China" label is nosediving.

But Mr Grant thought that consumers should not be alarmed about the situation. He said: "There has been a little bit of a China bashing campaign, but when 85 per cent of a particular product is manufactured in that country, the majority of recalls are going to be from China. And we do not get very many recalls. I think manufacturers have stepped up their checking procedures, and batch testing. You have to remember, it's the companies that make toys, not the countries."

The British Toy and Hobby Association echoed this in a statement saying that China's manufacturing infrastructure was generally reliable, and the recent problems should be kept in perspective.

Robert Eckert, Mattel's chairman and chief executive officer, said: "The safety of children is our primary concern, and we are deeply apologetic to everyone affected. Mattel has rigorous procedures, and we will continue to be vigilant and unforgiving in enforcing quality and safety."