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8/24/2009 12:00:00 AM

NEW SAFETY 1st COMPLETE AIR CAR SEAT WITH AIR PROTECT™ SIDE IMPACT TECHNOLOGY AVAILABLE NOW, EXCLUSIVELYAT BABIES“R”US AND TOYS“R”US STORES NATIONWIDE

Groundbreaking Technology Designed to Protect Children During Baby Safety Month and Beyond

Foxboro, MA, August 24, 2009 – Dorel Juvenile Group, Inc., a division of Dorel Industries (TSX: DII.B, DII.A), today announced that the highly anticipated Safety 1st Complete Air Car Seat with Air Protect™ is now available, exclusively this year at Babies“R”Us and Toys“R”Us stores nationwide and online at BabiesRUs.com/CompleteAir.  Featuring Air Protect™ technology, the most innovative and groundbreaking safety feature ever offered in a car seat, the seat is designed to protect children in side impact collisions by putting a layer of air protection where it’s needed most - around the child’s head.

Side impact crashes have dramatically increased over the past two decades and are today the deadliest kind of crash for children, accounting for one in three child crash fatalities.  The vast majority of these fatalities are due to head trauma, according to the U.S. National Highway Traffic Safety Administration (NHTSA). 

“The “R”Us family is committed to providing parents with products that offer the latest innovations to create a more secure and safe environment for children,” said Maureen Watson, Chief Merchandising Officer, Babies“R”Us.  “We are pleased to be the first destination where parents can experience the Air Protect™ technology.”

The new Safety 1st Complete Air with Air Protect™ was developed using a severe and realistic side impact crash test known in the car seat industry as an intruding door test.  When comparing the Complete Air with and without Air Protect™ to that realistic crash test, there is a reduction of crash forces to the child's head by up to 30 percent, an improvement in neck loads by up to 30 percent, and the reduction of head and neck rotation by up to 50 percent.  Air Protect™ is achieving this through the improvement of ride down time, which is taking a hard sudden impact and changing it to a gradual stop for the child's head and neck.

“There are currently no federal standards when it comes to side impact testing for car seats,” said Dave Taylor, President of Dorel Juvenile Group USA.  “As the leading manufacturer in the car seat industry, Dorel has made a commitment to make the road safer for children and is working closely with NHTSA in their effort to provide more comprehensive regulation for side impact crash testing.”

Air Protect™ is being offered in the new Safety 1st Complete Air car seat in McKenna (black/gray) and Harvest (brown/orange).  In addition to offering the best side impact protection, the Safety 1st Complete Air with Air Protect™ is easy to install with Safety 1st’s QuickFit™ Harness System, among other features.  Available exclusively this year in all Babies“R”Us and Toys“R”Us stores across the country and online at BabiesRUs.com/CompleteAir, the seat is a perfect addition to a “R”Us baby registry - the preferred registry by more than 11 million moms.

In recognition of Baby Safety Month in September and Child Passenger Safety Week (September 12-18), parents are invited to Babies“R”Us stores nationwide on Saturday, Sept. 12 to learn about the newest innovations in child passenger safety and home safety. 

About Dorel Industries
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 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 4,700 employees, facilities in eighteen countries, and sales worldwide.

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CONTACTS:   

Dorel Juvenile Group:
Caroline Pierce
617-585-5778       
cpierce@360publicrelations.com