Safety 1st is driven by a single-minded focus of making the world a safer and happier place for our cherished little ones to grow up in - whether in their car seat on their first ride home, snuggled in a bassinet, or staying entertained in a bouncer. We attribute our continued success to an unwavering commitment to child safety, innovation, quality and value. It’s what parents look for from Safety 1st, and what we are proud to continuously deliver.
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Born from the personal experience and desire of one man, Michael Lerner, to keep children safe, especially during car trips, Safety 1st was created in the USA in 1984. The original “Baby on board” road sign the brand was selling then is still a best seller now.
In the late 80s, Michael Lerner realized child safety at home was a growing concern for parents that wasn’t addressed by the narrow range of products on sale in hardware or toy stores. That’s when he created a comprehensive range of childproofing products, from outlet covers and drawer locks to baby monitors, and a solid range of indoor and outdoor baby gear.
Michael Lerner continuously focused on innovative, quality products, without compromising convenience for parents. Whether improving existing products or working on new ones, developed with the expert he recruited, he was always committed to smart solutions for the home and outdoors. The result is an extensive range of quality products, covering everything from bathing to car safety.
In 2000, the company joined the Dorel Group and continued its expansion throughout Europe. It now sells its ever-richer collection of safe and smart products for children across the world both off and online. It’s a range that covers home safety, home equipment, hygiene and care, strollers and car seats.