Not All Car Seats Are Created Equal

    
    New Complete Air(TM) Convertible Car Seat with Air Protect(TM)
    revolutionary side impact technology offers the best protection available
    to protect children in potentially fatal side-impact collisions
    

TORONTO, Sept. 23 /CNW/ - Dorel Distribution Canada, a division of Dorel Industries (TSX: DII.B, DII.A), the world's largest manufacturer and distributor of juvenile products within its principal categories, announced the Complete Air(TM) Convertible Car Seat with Air Protect(TM) technology is now available for Canadian families exclusively in Babies "R" Us at Toys "R" Us. Air Protect (TM) is the most innovative and groundbreaking safety technology ever offered in a car seat, and was developed in conjunction with leading collision researchers. Air Protect(TM) is designed to protect children during side-impact collisions by putting a state-of-the-art layer of air protection around the child's head. According to a recent survey 96 per cent of Canadian parents said side impact protection was an important feature, this type of protection has not previously been available.

In Canada, side-impact collisions account for 30 percent of all passenger fatalities and yearly, over 100 of those killed are children. In a side-impact collision, head injuries are the most common among all injuries in children, which is the reason Dorel created Air Protect(TM). While parents don't plan to be in side impact crashes, they can now prepare for the unexpected.

This unique technology compresses and shields children from side impact intrusion and immediately reduces crash forces where the child is most vulnerable - the head. Air Protect(TM) does this by extending ride-down, the amount of time it takes to slow a child's movement in a crash. By extending ride-down time, Air Protect(TM) creates a slower, softer landing. During a side-impact collision, the door typically moves inward, toward the child. In order to simulate a side impact crash with far more accuracy, and ensure the comprehensive testing scenario, car seat engineers and leading researchers have tested this product using an intruding door technique instead of a fixed door.

The survey conducted by Angus Reid, commissioned on behalf of Dorel Distribution Canada, also found:

    
    -  Canadians indicated that side impact protection was as important as
       front and rear impact protection, when purchasing a car seat for a
       child.
    -  Fifty three per cent of Canadians feel they are able to make an
       informed purchase decision about car seats.
    -  Only sixteen per cent of parents said they are likely to consult a
       professional on how to properly install a car seat.
    -  Fifty eight per cent of Canadians would look to trusted brands when
       buying a car seat.
    

As published in the Journal of Trauma Infection and Critical Care, child occupants are at an increased risk for fatal and severe injury in side-impact crashes. Children are injured in side-impact crashes by two main mechanisms - intrusion of the vehicle and lateral translation. The Journal indicates that optimal protection of children requires that they be kept away from the zone of intrusion, and that their lateral mobility be limited. It is also essential for children to be properly seated and restrained in their car seats.

    
    About Complete Air(TM) Convertible Car Seat

    -  Air Protect(TM) Revolutionary Side Impact Technology: Breakthrough
       system shields head and immediately reduces side impact forces through
       the precise release of air.
    -  QuickFit(TM) Harness System adjusts harness height from the front in
       one easy step without uninstalling from the car.
    -  Rear-facing from 5-40 lbs. and 19"-36" and toddler's forward-facing
       from 22-50 lbs. and 29"-45".
    -  Harness accommodates children up to 50 lbs.
    -  One Click UAS installation system allows for faster and easier
       installation when moving between vehicles.
    -  Five-position adjustable headrest easily accommodates your growing
       child.
    -  Removable cup holder.
    -  Styles: McKenna (Black/Gray), Harvest (Brown/Orange)
    

Babies "R" Us at Toys"R"Us in store and through Babiesrus.ca are the first to offer the Complete Air(TM) Convertible Car Seat. To learn more, visit www.safety1st.com/airprotect. Safety 1st has been the definitive leader and innovator in child safety products for the home and car for the past 25 years.

About Dorel

Dorel Industries Inc. (TSX: DII.B, DII.A) 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. The Company's lifestyle leadership position is pronounced in both its Juvenile and Bicycle categories with an array of trend-setting products. Dorel's powerfully branded products include Safety 1st, Quinny, Cosco, Maxi-Cosi and Bébé Confort in Juvenile, as well as Cannondale, Schwinn, GT, Mongoose, Iron Horse and SUGOI in Recreational/Leisure. Dorel's Home Furnishings segment markets a wide assortment of furniture products, both domestically produced and imported. Dorel is a US$2.2 billion company with 4700 employees, facilities in eighteen countries, and sales worldwide. In Canada, Dorel operates Dorel Distribution Canada, Ridgewood Industries and Dorel Home Products.

SOURCE DOREL DISTRIBUTION CANADA

For further information: For further information: Alexandra Pecoskie, Optimum PR, (416) 550-5640, Alexandra.Pecoskie@cossette.com; Tamar Nersesian, Optimum PR, (416) 927-3291, Tamar.Nersesian@cossette.com

Organization Profile

DOREL DISTRIBUTION CANADA

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