Maxi-Cosi Introduces First Custom-Designable Car Seat

NEW YORK, April 17, 2015 /PRNewswire/ -- Maxi-Cosi has taken the wraps off an industry first for child car seats with its Mico Max 30: a seat that can be custom designed by (and for) style-savvy parents, while delivering on the Maxi-Cosi brand's longstanding commitment to safety and comfort. 

The seat and new Maxi-Cosi Custom Program officially launched last night in style at The Hotel on Rivington in New York City, at an event hosted by author and Today show style editor (and mom-to-be) Bobbie Thomas. Guests designed their own seats during a custom-themed evening that also featured personal fashion and makeup consultations, all in keeping with the growing trend toward personalized products and services.

The Maxi-Cosi Custom Program makes it fun and easy for parents to explore their inner designers, with more than 250 potential looks.  Just visit maxicosicustom.com from any smart phone, tablet or laptop and see the Mico Max 30 image morph in real time as different colors are selected for each component.  Like a year round summer feel?  Click on a White frame, Pink Berry seat cushion, Grey Gravel canopy and Mosaic Blue cozi set.  Want to blend right in with your car's dark leather interior?   Click your way to a Black frame, Blue Base seat, Devoted Black canopy and Purple Pace cozi set.  Custom seats are hand-assembled and delivered within three weeks, with free shipping offered for a limited time.

For budding seat designers seeking inspiration, or just feeling plain lucky, there is a promotion on the Maxi-Cosi Facebook page that generates designs based on answers to a fun lifestyle and personality quiz, with a chance to win one of ten custom Mico Max 30 seats.

"The guiding principle for Maxi-Cosi is to enjoy every moment of parenthood, and letting parents express their personal style through their own car seats is right in step with that idea," said Dan Pennacchio, General Manager Premium Brands, Dorel Juvenile USA.  "Maxi-Cosi has always known how something that looks beautiful and feels special to the touch enhances parents' and children's experiences. Above all is the unwavering commitment to the highest standards for safety and comfort, all embodied in our new Mico Max 30."

Mico Max 30, designed for rear-facing children from 4 to 30 pounds and up to 32 inches, provides superior safety for baby with Air Protect Side Impact Protection and an anti-rebound bar.  Self-wicking fabrics, and a washer/dryer-safe seat pad that snaps off without undoing harnesses, make ownership a breeze.  Mico Max 30 is also the lightest premium car seat available, and fully compatible with strollers from Maxi-Cosi, Quinny and other premium brands.  A one-click LATCH system allows for easy installation, and an adjustable base ensures proper fit to vehicles. 

About Dorel Industries

Dorel Industries Inc. (TSX: DII.B, DII.A) is a world class juvenile products and bicycle company, and owner of the Maxi-Cosi brand.

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.

At Dorel Juvenile, we Care for Precious Life. Our powerfully branded products include global brands Safety 1st, Quinny, Maxi-Cosi, Bébé Confort and Tiny Love, complemented by regional brands such as Cosco and Infanti.

In Dorel Sports, brands include Cannondale, Schwinn, GT, Mongoose, Caloi, IronHorse and SUGOI. 

Dorel's Home Furnishings markets a wide assortment of both domestically produced and imported furniture products, principally within North America.

Dorel has annual sales of US$2.7 billion and employs approximately 11,500 people in facilities located in twenty-five countries worldwide.

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SOURCE Maxi-Cosi