Dorel Licenses Safety 1st Brands

The Safety 1st line, designed for parents “one the go,” will include shopping cart covers, cold packs, hand sanitizers, wipes, bath mitts and poufs, shampoo and towels. The line will also feature relevant safety tips on the packaging.

Products will roll out to retail in early 2013.

“This is a perfect partnership for Safety 1st as Best Brands understands the needs of our customers and will design products that complement our brand appropriately, providing added value to our core business,” says David Taylor, president and chief executive officer, Dorel Juvenile Group USA.

“We selected this fine brand because it is highly recognizable and delivers confidence and security to their market audience, essential to our consumers as well,” says Peter Felberbaum, president, marketing and licensing, Best Brands Consumer Products. “Our new product line will be a natural extension of the fine Safety 1st franchise."