Safety 1st Celebrates 30th Anniversary of Baby on Board Sign

New packages to include "Look Before You Lock" window cling to assist in preventing heat stroke incidents

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Sep 07, 2014, 04:30 ET

LAS VEGAS, Sept. 7, 2014 /PRNewswire/ -- Dorel Juvenile, a segment of Dorel Industries (TSX: DII.B, DII.A), and the world's largest juvenile products manufacturer, and the maker of Safety 1^st brand products, today celebrates the anniversary of the iconic Baby on Board sign, the little yellow sign that 30 years ago sparked a child safety movement. The easily recognizable diamond-shaped emblem has proudly hung in the rear windows of millions of cars, uniting families everywhere on the journey of parenthood. What began as a single Safety 1^st product has grown into a full product line supporting a new generation of parents by offering thousands of items including car seats, strollers, and baby-proofing equipment. Though the products have continued to evolve, the spirit of the Baby on Board sign is still evident in every Safety 1^st item on shelves. Safety 1^st provides parents with creative solutions for everyday life by helping to prepare them for the exciting road ahead.

"Over the past three decades Safety 1^st has established itself as a leader in the child safety space always on the forefront of cutting edge innovation. It's fitting to be marking this milestone at the industry's biggest event, ABC Expo," said Paul Powers, President of Dorel Juvenile USA. "The commitment we made to parents 30 years ago is the foundation of everything we do today and will do in the future, to partner with parents in safety and to provide parents with products that give them the confidence to lead happy, active lives with their children."

To celebrate this momentous milestone and staying true to our leadership in child safety, starting early in 2015, Safety 1^st will be including 1 million "Where's Baby?" window clings packaged with Baby on Board signs as part of its continued support of the National Highway Traffic Safety Administration's (NHTSA) "Where's Baby? Look Before You Lock" safety campaign to prevent accidental heat stroke incidents of children left unattended in cars. When combined, these two little signs become a simple, smart solution with a big impact—giving parents peace of mind that children are safe, no matter where the road takes them.

"Tragedies from leaving children unattended in hot cars is 100 percent avoidable. Prevention means never leaving children unattended in a vehicle and always checking the backseat before walking away," said NHTSA Acting Administrator David Friedman. "Everyone in the community has a role to play and posting these window decals is a great way to build awareness and spread this important safety message to other motorists."

Moving into its 30^th year, Safety 1^st will continue to innovate, by merging form and function to create inspired products that empower parents and give them the confidence they need to take on their own parenting adventure. Safety 1^st will highlight its commitment to parents, child safety and the anniversary of the Baby on Board Sign with the hashtag #EveryoneOnBoard.

For more information on Safety 1^st products, visit booth #3725 at the ABC Kids Expo in Las Vegas, NV or go to http://safety1st.djgusa.com.

About Dorel Juvenile
Dorel Industries Inc. (TSX: DII.B, DII.A) is a world class juvenile products and bicycle company. Dorel creates style and excitement in equal measure to safety, quality and value. The Company's lifestyle leadership position is pronounced in both its Juvenile and Bicycle categories with an array of trend-setting products. Dorel's powerfully branded products include global juvenile brands Safety 1st, Quinny, Maxi-Cosi, Bebe Confort and Tiny Love, complemented by regional brands such as Cosco and Infanti. In Recreational/Leisure, brands include Cannondale, Schwinn, GT, Mongoose, Caloi, IronHorse and SUGOI. Dorel's Home Furnishings segment markets a wide assortment of both domestically produced and imported furniture products, principally within North America. Dorel has annual sales of US$2.4 billion and employs approximately 6,400 people in facilities located in twenty-five countries worldwide.

SOURCE Dorel Juvenile