The Vermont Teddy Bear Co is the largest hand-crafter of teddy bears in North America. Approximately 450,000 "Bear-Gram" gifts will be delivered around the world this year. There are over 100 bears from which to choose for any occasion. The situation that has developed in 2005 is especially interesting for a company that is located in a state that demands appropriate conduct, following standards set by Ben & Jerry's. This company set a high standard for being socially responsible with their "Save-the-Rainforest" campaign. The company decided to market a bear called "Crazy for You" for the recent Valentine's Day holiday. Mental Health groups felt that in marketing this bear the Vermont Teddy Bear Co was showing insensitivity toward those who are mentally ill. The CEO of the company decided that they would no longer manufacture the bear, but continued the sale of those bears that were already in inventory.
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