Dorel Juvenile Group Names 360 Public Relations Agency of Record

Dorel's Safety 1st Marks 25 Years of Child Safety Innovation

Jun 21, 2010, 08:30 ET from Dorel Juvenile Group

COLUMBUS, Ind. and FOXBORO, Mass., June 21 /PRNewswire/ -- Dorel Juvenile Group, a division of Dorel Industries (TSX: DII.B, DII.A) and a leader in child safety, car seats, travel systems and many other product solutions for parents, announced today it has selected 360 Public Relations to handle a comprehensive campaign supporting Dorel Juvenile Group's portfolio of brands, including Safety 1st, Quinny, Maxi-Cosi, Cosco and Hoppop.

"2010 is a milestone year as we celebrate the 25th anniversary of Safety 1st and introduce several new products under each of our brands – we have a real opportunity to dialogue with parents about their everyday needs and how we can help," said Erica Mallett, Director of Marketing Communications for Dorel Juvenile Group.  "360's approach to not only reaching but engaging parents, and their experience doing just that for some of the most trusted brands serving parents today, resonated deeply with us."

360PR was previously selected, following a competitive review last year, to handle the launch of Dorel Juvenile Group's Air Protect™, a ground-breaking car seat technology that offers enhanced side impact protection.  The successful campaign, recognized with numerous awards including six Bell Ringer awards and two SABRE award nominations, helped educate parents about the importance of side impact protection through an array of mass and social media and events, and Air Protect has since been introduced in a broad range of Safety 1st car seats.

"We've long admired Dorel's leadership position in so many juvenile product categories – they cover an immense range with an unwavering commitment to safety, ease of use and cutting-edge design," commented 360PR Managing Director Laura Tomasetti.  "We are so pleased to partner with Dorel to share their many innovations with parents everywhere."

Highlights of the Safety 1st 25th anniversary celebration include the newly launched Safety 1st TV and the rollout of the Safety 1st Squad.  For more, visit

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, Hoppop and Bebe Confort in Juvenile, as well as Cannondale, Schwinn, GT, Mongoose, IronHorse 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 billion company with 4500 employees, facilities in nineteen countries, and sales worldwide.  

About 360 Public Relations

360PR is an award-winning consumer lifestyle agency recognized for excellence in both social media and mass media campaigns.  The agency's primary practice areas include Healthy Living, Home Goods, Parenting, Entertainment & Electronics, and Social Media.   Based in Boston, 360PR is a founding member of the Converge™ network of leading, independent public relations agencies.  For more information, visit

SOURCE Dorel Juvenile Group