Jakks Wins Safety 1st Master License

Jakks Pacific’s Tollytots division has signed a worldwide master toy license with Dorel Juvenile Group for the award-winning and trusted brand of innovative baby products and accessories, Safety 1st. The new Safety 1st toy line from Tollytots will launch next fall.

Under the agreement, Tollytots will develop, market and distribute a comprehensive line of preschool and early learning toys for infants and toddlers in-line with the Safety 1st standards of safety, innovation, design and value, that have made Safety 1st a trusted and premiere brand for generations of parents and children.

“We are thrilled to partner with DJG and their Safety 1st brand, the leading provider of innovative products in child care, home safety, play and travel safety,” says Darryl Wizenberg, President of Tollytots. “As a parent, I have always trusted the Safety 1st brand and use their products every day in our home. As a businessman, I am excited to offer parents an exciting new line of toys that stimulate the development process of infants and toddlers with the premiere Safety 1st standards that parents can trust.”

Synergy Licensing, exclusive licensing agency for Dorel Juvenile Group, brokered the deal.