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Kids With Character to introduce Safety 1st Apparel
Apr '10
Dorel Juvenile Group Inc, a division of Dorel Industries and the nation's largest juvenile products manufacturer, is pleased to announce a new partnership with Kids With Character, a leader in licensed children's apparel.

Under the partnership arrangement, Kids With Character, the anchor apparel licensee, will manufacture and market DJG USA's successful, well known, and trusted Safety 1st brand on an assortment of apparel in infant, toddler and children's sizes. Just as the Safety 1st brand personifies innovative technology to protect children, consumers can expect apparel with added safety features including UV protection, sun/temperature indicators and added durable comfort. This branded apparel program will run the gamut from everyday coordinates and basics to layette, playwear, outerwear, sleepwear and swimwear – a year-round assortment to outfit your child with the utmost confidence in any season.

“This is a perfect line extension for our brand,” said Dave Taylor, President and CEO of Dorel Juvenile Group US. “Our consumers look to us for technology, value and products that enrich their lifestyles and that is exactly what Kids With Character is delivering.”

Kids With Character Partner, Morris Catton said, “Partnering with Dorel Juvenile Group will enable us to provide our customers a versatile and extremely creative apparel alternative for children of all ages. Safety is a parent's primary concern and our partnership with Safety 1st enables us to give the parent what they most want for their children. We're talking about a new product assortment that will be a true leader in the apparel category for many years to come.”

According to Catton, these products will be available at retail in spring 2011 at mass market. He reports that both consumers and buyers who have already previewed the collection strongly agree that the Safety 1st line of apparel is a fashionable yet economical solution addressing many parents' concerns.

Randi Goodman, Principal, Synergy Licensing adds, “Safety 1st is one the most respected and trusted brands amongst consumers and retailers. Kids With Character's passion and expertise enables us to deliver more than just another branded apparel line; we're creating a new staple for parents.”

Synergy Licensing, licensing agency for Dorel Juvenile Group, will be announcing several new opportunities for additional line extensions in a number of related categories.

Dorel Industries Inc is a world class juvenile products and bicycle company. Established in 1962, Dorel creates style and excitement in equal measure to safety, quality and value.

Dorel Industries Inc

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