Safety category hits stride

By Tanya K. Merritte -- Kids Today, 5/1/2006

When most parents first find out they are expecting, their thoughts typically turn to nursery furniture, bedding, clothing and other such items. But when that baby becomes more mobile and independent, safety concerns often rise to the top of the list.

To that end, a niche group of juvenile manufacturers have developed product designed to keep touchy-feely toddlers safe from germs, falls and pinched fingers, and help alleviate parental worries.

Several of those in the manufacturing field got their start only after becoming parents themselves. One example is Missy Cohen-Fyffe, who wanted to keep her child safe while out shopping. "... I didn't want my son sucking on the metal (on the shopping cart)," Cohen-Fyffe said.

To solve the problem, a colleague made a fabric cover for the shopping cart seat, which drew constant raves from fellow shoppers, Cohen-Fyffe said. The response inspired her to launch the New Hampshire-based company Babe Ease, in March 1999. But those early days were difficult, Cohen-Fyffe said. "Initially, I couldn't get retailers to talk to me."

That changed after Babe Ease began receiving national media attention, Cohen-Fyffe said. Today, her product line, which includes the Clean Shopper seat cover, high chair covers, changing pads and other accessories, in is more than 2,000 U.S. stores, including independent shops, children's boutiques and small chains.

A.J. Mesalic of Las Vegas-based Classy Kid has a similar story. He and his wife, Carole, started their company after their son peeled gum from under a restaurant table and started chewing it. Classy Kid's signature product is its Table Bib, a reusable combination bib/place mat that helps keep little hands on the table. The company also offers a variety of other germ-protection pieces in either reusable or disposable styles. In addition to its juvenile line, Classy Kid has a restaurant division that supplies national chains with disposable bibs and hand sanitizer, among other products.

Mesalic said germ protection is a growing category. "Tests show that restaurant tables have more germs than diaper changing tables," he said, citing research conducted by a team at the University of Arizona.

Mesalic added the same research dispels the notion that people need to be exposed to germs to build up their health resistance. "There's no merit in that argument," he said. Mesalic also cited a different study that showed when germ-prevention measures are taken, children get about three colds a year, compared with eight colds without those measures.

"That alone gives us passion about our work," he said.

Jim Beaty uses much of the same university research to market his North Carolina-based company, Neat Solutions. Beth Besner, who found restaurant tables to be "yucky" when she was out dining with her child, started the company about 11 years ago. Besner developed the Table Topper, a disposable place mat that sticks to the table with adhesive strips. Neat Solutions now sells disposable changing pads, toilet seat covers, shopping cart handle covers and more, many of which are offered with licensed characters such as Dora the Explorer, Sesame Street and SpongeBob SquarePants.

Even with its growing product mix, Beaty, president of the company, said the original Table Topper remains the manufacturer's bread and butter. "We really established the (germ-defense) business," he said.

Protection against germs is not the only battle parents face. Childproofing homes is a standard precaution nowadays, and there's an array of product in the marketplace to help keep houses safe.

Kidco, based in Libertyville, Ill., has an extensive mix of items designed just for that purpose. Carole Childs, vice president of marketing, said the manufacturer makes about 45 safety-product SKUs, which includes things such as locks, latches and electrical socket plugs. Gates — both pressure mounted and wall mounted — and gate accessories account for another 35 SKUs. "Gates are basically what we built our reputation on," Childs said.

Gates range in price between $60 and $190. To help parents decide which is best for their home, Kidco's Web site features an area dubbed Gate Finder. Users answer a series of questions, including where the gate will be used and how wide the area is. The site then offers a list of gates that would be appropriate for the consumer's home.

"It allows you to custom fit and custom build the gates to your needs," Childs said.

On the retail end, independent specialty store owners report mixed sales success, particularly since many germ-defense and safety items are available in big-box stores such as Target and chains such as Babies "R" Us. Ann Locke, who owns USA Baby stores in Torrance, Calif., and Albuquerque, N.M., carries some safety products such as latches and leashes, but said she doesn't sell a lot of it because the market is so saturated and shoppers can find those products elsewhere. On the other hand, Locke does do well with items such as shopping cart covers and portable high chair covers and place mats for dining out. "People love them," she said of the shopping cart covers.

Summer 's safety products include the Safe & Secure outlet plug cover.

The Clean Shopper from Babe Ease sells for $30.

Neat Solutions (top) and Classy Kid have both created germ-defense dining kits for kids on the go.

Kidco's product mix includes gates with special hardware designed for angled areas.