TOMY Drives Car Seat Safety Forward; Builds Revolutionary Technology into Car Seats to Warn Parents of Potentially Life-Threatening Situations via Notification to Smartphones

OAK BROOK, Ill., June 12, 2012 /PRNewswire/ -- Today The First Years brand from TOMY became the first car seat manufacturer to integrate a revolutionary new car seat monitoring system designed to alert parents of potentially life-threatening situations. Seamlessly built into The First Years True Fit Convertible Car Seat (for use from 5 to 65 lbs), the same line that has been recognized by the National Highway Traffic Safety Administration (NHTSA) with its coveted 5-Star Ease of Use Rating, the IAlert system monitors a child in the seat and notifies parents or caregivers via their smartphones if their child: 

• Rides in a rear facing position not installed at the desired angle
• Becomes unbuckled while the vehicle is in motion
• Is left in the car seat when the vehicle is not in motion
• Is at risk due to elevated or freezing ambient temperature in the car seat

Each year, thousands of infants and children are killed or injured in motor vehicles, many of those fatalities as a result of an improperly installed car seat or a child who is improperly restrained while the vehicle is in motion. In addition, heatstroke is the leading cause of non-crash, vehicle related deaths for children, with 33 fatalities in 2011 and many other illnesses occurring after children were unintentionally left in cars (NHTSA April 3, 2012 press release). Unfortunately, until now, parents and caregivers have only been aware of these life-threatening situations after the close call or tragedy has occurred.

"At TOMY and The First Years our mission is to help parents and caregivers keep kids safe by making our quality products easy to use and install and by building in features and functions that take some of the guesswork out of using infant gear properly," states Greg Kilrea, President of TOMY International. "Being able to provide parents with the additional peace of mind that comes with technological advances such as IAlert is central to our Company mission. It is critically important to us to take this leadership position in advancing the overall safety of infants and children in motor vehicles."

For more information and to watch a video about The First Years IAlert Convertible Car Seat, visit www.thefirstyears.com/ialert. The First Years IAlert Convertible Car Seat will be available at retail in Fall 2012.

About TOMY International

TOMY International (www.tomy.com) is a leading global designer, producer and marketer of a broad range of innovative, high-quality toys sold to preschoolers, youths and adults under the TOMY®, Ertl®, Johnny Lightning® and Tomica® brands as well as products for mothers, infants and toddlers marketed under its The First Years®, Lamaze, JJ Cole® Collections and Boon® brands. TOMY International also markets its products under popular and classic licensed properties such as Thomas & Friends, Chuggington, Dinosaur Train, John Deere, Disney's Winnie the Pooh, Princesses, Cars, Fairies and Toy Story, and other well-known properties. TOMY International's mission is to inspire and fulfill the dreams of children and parents worldwide. TOMY International reaches its target consumers through multiple channels of distribution supporting more than 25,000 retail outlets throughout North and South America, Europe and Australia. TOMY International is a wholly owned subsidiary of Japan-based TOMY Company, Ltd. (Tokyo Stock Exchange Code No. 7867). © TOMY

SOURCE TOMY International