• Bill McLoughlin

Why every kids product retailer should care about this Babies ‘R’ Us exclusive

Billed as 'first rollover tested car seat in the U.S'

Evenflo's SafeMax All-in-One car seat
WAYNE, NJ – The announcement this week that Babies ‘R’ Us has rolled out a new and exclusive Evenflo SafeMax All-in-One Car Seat could have significant implications for the marketing of the category throughout the retail community as the company will use the full weight of its 863 Toys ‘R Us and Babies ‘R’ Us stores as a platform to promote the new line.

Touted as, the “first rollover tested car seat in the U.S.,” the new SafeMax is being marketed as exceeding federal crash standards as well as offering a number of enhanced safety features. Evenflo has indicated that the new car seat is, “designed and tested for structural integrity at energy levels approximately twice the federal crash test standard.”

The SafeMax All-in-One is appropriate for infants and children from 5 to 120 lbs or up to 57 inches in height and is available in three use modes – rear facing, forward facing and booster mode.

“As experts in the baby product business, our mission is to make it easier for shoppers to make the best possible choices as they care for their children,” said Reg McLay, senior vice president, Babies“R”Us, Toys“R”Us, U.S., in a statement announcing the launch. “We are excited to partner with Evenflo, a company that is at the forefront of baby gear safety, innovation and education, to exclusively offer our customers the new SafeMax car seat, giving parents added peace-of-mind when traveling with their precious cargo.”

In addition to rollover testing, the new car seat features an integrated steel frame said to provide strength in absorbing crash forces and harness webbing to help limit head excursion and prevent ejection. The company will also make a number of other safety and security claims in its marketing. These include:

  • SafeZone Headrest: A combination of premium materials designed to absorb and dissipate crash forces, providing advanced protection where children need it most.
  • e3 Side Impact Protection: Significantly reduces side impact crash forces up to 50% through an expanded zone of protection and three layers of superior protection.
  • OUTLAST Performance Fabric: This fabric balances a child’s body temperature for a safer, more peaceful ride.
  • ParentLink PREMIER Service: Provides owners access to expert customer service advice, including live video installation service with a certified car seat technician.

“All Evenflo car seats are subjected to testing well beyond federal standards, as well as Evenflo’s Side Impact Test. And now, we are proud to once again lead the industry with the development of a dynamic rollover test,” said Ed Sofia, vice president of marketing, Evenflo. “We are thrilled to bring the SafeMax All-in-One Car Seat to market with Babies ‘R’Us, a retailer who shares our steadfast commitment to child safety.”

The combined marketing muscle of Babies ‘R’ Us and Evenflo could have a significant impact on the perception of parents shopping for car seats and help shape key discussion points around the category in the coming year.

Bill McLoughlinBill McLoughlin | Chief Content Officer

I’m Bill McLoughlin, Chief Content Officer at Furniture Today. In the 25 plus years I’ve covered retail the thing I’ve enjoyed most is the people; hearing their stories, learning about their companies and sharing insights on the business. Through this blog I hope to continue that dialogue. Sometimes you may agree with me, sometimes not. But it’s my hope you will find a fresh perspective and perhaps an idea or two that helps improve your business. I welcome your comments and look forward to a long and productive dialogue.

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