PEM America launches non-toxic infant & juvenile products

18 Sep '09

4 min read

Keeping in line with celebrity mom Jenny McCarthy's mission to build a better environment for children, TOO GOOD by Jenny has partnered with PEM America to launch a line of affordable, non-toxic infant & juvenile products, including bedding, bath textiles, room decor and newborn gift sets. The licensing agreement was developed and negotiated by Los Angeles-based new business development consultancy Brand Sense Partners, LLC (BSP).

The line will debut in bedding and will reflect McCarthy's passion for creating safe, non-toxic surroundings for children with a focus on safety, technology and design. TOO GOOD plans to pretest raw materials prior to reaching the manufacturing stage and will also test all products for lead and phthalates with results posted prior to the product arriving in any retailer. New improvements, such as reversible sets and Aloesoothe, an innovative, Aloe-enhanced finishing technology, will help to further differentiate TOO GOOD from its competitors, while offering some of the best crib sheet options on the market. While some manufacturers have taken thread counts down, TOO GOOD will be utilizing higher thread counts and 100% cotton on all crib sheets, mattress pads and other products that are in direct contact with the child.

TOO GOOD will also strive to bridge the gap between education and fashion. Specific textures, colors and icons will be used to enhance early learning and storytelling, while chic and clutter-free design will allow parents to provide more than one look which will bring continued smiles to parents and children alike.

"We are extremely excited to partner with TOO GOOD to introduce this line of safe and affordable children's products," said Keith Schneider, senior vice president for PEM America. "The TOO GOOD brand is part of McCarthy's efforts to advocate for reducing children's exposure to unsafe and unhealthy products and we are unwaveringly aligned with that mission as well."

McCarthy's son, Evan, was diagnosed with autism in 2005. After doctors informed her that there was no cure, McCarthy began to treat her son holistically through diet, nutrition and other interventions in his environment. Changes included using products that were BPA and phthalate free, providing gluten-free foods and participating in incremental vaccinations. Shortly after McCarthy began treating her son with these holistic solutions, Evan's signs of autism subsided.

"It was never an option for me to become complacent after my son's successful recovery," said McCarthy. "My personal breakthrough inspired me to help all families and individuals find the safest, healthiest and most affordable products on the market. PEM America and I are working together to fill the market void in safe, non-toxic products for children, one TOO GOOD item at a time."

McCarthy and PEM unveiled TOO GOOD at this year's ABC Kids Expo on September 15th, held at the Las Vegas Convention Center. After an official press conference, select retailers were invited to meet with McCarthy and PEM as they showcased initial themes, product designs and packaging concepts.

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