Chinese toy boss 'kills himself'

Another inscrutable story from China, via the BBC:

Zhang Shuhong, who co-owned the Lee Der Toy Company, was reportedly found dead at his factory in southern China. About 1.5 million toys made for Fisher Price, a subsidiary of US giant Mattel, were withdrawn from sale earlier this month. Many were made by Lee Der.

You remember the lead-paint scare. If you believe this cat wasn't either encouraged or helped to hang himself, I've got some colorful toys and transplantable Chinese organs you might want to buy.
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I can't decide if the name of the dead cat's company, Lee Der, is a clever phonetic distortion of Leader, or a transliteration of Chinese characters. If the latter, how do you suppose it translates? Probably means something like "Eat lead!"
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Update: As Mr. Creosote says, "There's still more!" From the WSJ, August 14th: Mattel Recalls 8.8 Million More Toys. I wonder if there will be any more 'suicides'?