Britax signs licensing deals with Fisher-Price, universities

Orlando, Fla.— Gear manufacturer Britax stepped into the licensing arena at last month's Juvenile Products Manufacturers Assn. trade show here, with a partnership with Fisher-Price to produce Fisher-Price branded carseats and travel systems. Britax also showed a line of collegiate carseats under the company's own brand.

Fisher-Price showed the new carseats and travel systems, which are geared toward mass-market retailers, at the JPMA show. The line includes two convertible carseats, a booster seat and an infant carseat and stroller that can be used as part of a travel system. Items were shown in a Circus Plaid pattern in a red and khaki color palette, and will coordinate with other Fisher-Price Babygear products, such as highchairs, swings and bouncer seats, to create complete ensembles.

The Fisher-Price travel system will retail for around $240, with an infant seat priced at $119 and a stroller priced at $119, and the convertible carseats will range from $180 to $230. Booster seats will be priced between $79 and $89, and all items will be at retail this fall.

Britax also showed a line of carseats at its own booth featuring university colors and logos on the Roundabout, Marathon and Parkway seats. The line features 16 teams: University of Alabama, University of Arizona, Auburn University, University of Florida, Florida State University, University of Georgia, University of Illinois, Kansas State University, Louisiana State University, University of Michigan, University of North Carolina, University of Oklahoma, Purdue University, University of Tennessee, University of Texas and University of Virginia.

The items will be offered as complete seats or as covers. The Parkway booster seat will retail for $119, the Roundabout for $229 and the Marathon for $279. Covers for the Roundabout will retail for $64.99, and for the Marathon, $69.99.

Britax's new collegiate line features university colors and logos on carseats and covers.