When it Comes to Winter Sun - Your Children's Eyes Need Protection

Jan 11, 2010, 08:30 ET from Real Kids Shades

CONCORD, Mass., Jan. 11 /PRNewswire/ -- Each winter, parents pull out the outer coats, hats, scarves, gloves and boots to properly protect their children from the cold, but what about protecting their children's eyes from the sun? According to the American Academy of Ophthalmology (AAO), sunglasses are not just for sunny summer days, but are also needed during the winter season when reflections from snow, water, sand or pavement can intensify UV rays to extremely high levels. In addition, the sun's rays pass right through haze and thin clouds, making sunglasses a necessity during the early afternoon sun, when UV radiation is strongest, and a must when participating in winter sports, particularly at high altitudes. When taking the kids in the car or the stroller, heading out to the bus stop or to sled or build a snowman don't forget the shades.

The American Academy of Pediatrics says that children's eyes are at increased risk for permanent damage from sunlight until they are at least 10 years old, because their eyes are highly sensitive and still developing. Furthermore, 90% of total lifetime damage from the sun's harmful rays occurs by age 18.

The Real Kids Shades line of protective infants' and children's sunglasses provides 100% UV-A and UV-B ray protection, as recommended by Prevent Blindness America. Real Kids Shades are safe, lead-free and made of impact-resistant, shatterproof polycarbonate frames and lenses, a material hailed by Prevent Blindness America as "the first choice for children's eyewear."

"Recognizing that children's eyes are at special risk from the harmful effects of UV rays since their eyes are still developing and are more vulnerable to sun damage, we developed Real Kids Shades to provide serious sun protection in comfortable, kid-friendly and stylish designs," says Lisa Medora, VP Product Development, Real Kids Shades.

"Real Kids Shades were developed to be both durable to withstand kids' lifestyles and great-looking, so that kids will want to wear them," added David Scheinberg, CEO, Real Kids Shades.

The Real Kids Shades are designed for all children 12 and under in a wide assortment of polycarbonate shatterproof frames and lenses with adjustable neoprene bands, rubber flex or metallic frames. Several of the styles can be fitted with prescription lenses. Retail prices start at $14.99 to $19.99. For more information and store location, visit www.realkidshades.com.

SOURCE Real Kids Shades