Safety 1st brand will soon include apparel
-- Kids Today, 4/12/2010 1:24:00 PM
COLUMBUS, IN and NEW YORK, NY – Dorel Juvenile Group is partnering with licensed children’s apparel maker, Kids With Character, to manufacture and market DJG’s Safety 1st brand.
The brand will be marketed on an assortment of apparel in infant, toddler and children’s sizes. Just as the Safety 1st brand personifies innovative technology to protect children, consumers can expect apparel with added safety features including UV protection, sun/temperature indicators and added durable comfort. This branded apparel program will run the gamut from everyday coordinates and basics to layette, playwear, outerwear, sleepwear and swimwear – a year-round assortment.
“This is a perfect line extension for our brand,” said Dave Taylor, president and CEO of Dorel Juvenile Group US. “Our consumers look to us for technology, value and products that enrich their lifestyles and that is exactly what Kids With Character is delivering.”
Kids With Character Partner, Morris Catton said, “Partnering with Dorel Juvenile Group will enable us to provide our customers a versatile and extremely creative apparel alternative for children of all ages. Safety is a parent’s primary concern and our partnership with Safety 1st enables us to give the parent what they most want for their children. We’re talking about a new product assortment that will be a true leader in the apparel category for many years to come.”
According to Catton, the products will be available at retail in Spring 2011 at mass market. He reported that both consumers and buyers who have already previewed the collection strongly agree that the Safety 1st line of apparel is a fashionable yet economical solution addressing many parents’ concerns.
Randi Goodman, Principal, Synergy Licensing added, “Safety 1st is one the most respected and trusted brands amongst consumers and retailers. Kids With Character’s passion and expertise enables us to deliver more than just another branded apparel line; we’re creating a new staple for parents.”
Synergy Licensing, licensing agency for Dorel Juvenile Group, will be announcing several new opportunities for additional line extensions in a number of related categories.
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