"Make Every Night a Good, SAFE Night"



JPMA initiative educates parents and caregivers on creating

an optimal safe sleep environment for baby

MOUNT LAUREL, N.J. June 21, 2010--The Juvenile Products Manufacturers Association (JPMA), a non-profit association dedicated to promoting the industry and the safe use and selection of juvenile products, and which is committed to providing parents and caregivers access to vital safe sleep information, today announced a multifaceted campaign aimed at safe sleep education.

"JPMA is an association comprised of leading manufacturers representing 95% of the crib and infant bedding industry, and we are in a unique position to provide safety information and guidance to parents and caregivers," said JPMA Executive Director, Michael Dwyer CAE. "As a father of three children, I know parents are always looking for answers – so JPMA has created the Safe Sleep campaign to provide resources for moms, dads and other caregivers across North America."

The campaign kicks off today with the launch of a Safe Sleep website, www.cribsafety.org. Through this portal, parents and caregivers can easily access a range of information pertaining to how to create a safe sleep environment, as well as a series of informative videos demonstrating safe sleep practices. The Safe Sleep website also offers a repository of information that links consumers directly to the parts, hardware and assembly instruction sections on several crib manufacturers’ websites, all accessible from one convenient location. Other resources on the website include a comprehensive listing of all infant sleep related product recalls since the 1970s, as well as background on SIDS/SUID and facts and prevention recommendations from First Candle, a group that promotes safe pregnancies and the survival of babies through the first years of life.

JPMA will highlight its ongoing commitment to safe sleep through a month-long initiative during Baby Safety Month, observed annually in September. For Baby Safety Month 2010, JPMA will expand its Safe Sleep Campaign by embarking on a five-city education and sleep product donation tour. In each city, JPMA will work with Kids In Distressed Situations (K.I.D.S.) to facilitate donations of cribs and other safe sleep environments to children most in need. As part of the donation program, JPMA will provide Safe Sleep education materials to those receiving the products. The month-long donation tour will kick off in Chicago, with stops following in Milwaukee; New York; Washington, D.C.; and Philadelphia. JPMA will team up with industry leaders and collaborative partners to help disseminate safe sleep information in each city.

Throughout the Safe Sleep campaign, JPMA will communicate with the public through social media outlets, including a soon-to-be-launched blog on a portion of the JPMA website dedicated to

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Safe Sleep Campaign Launch, Page 2 of 2

parents and caregivers called "The ParentHood." It will provide perspectives from pediatric medical representatives, moms and dads with varied parenting experiences and other organizations focusing on pediatrics. It will also be available on Facebook and Twitter.

Additionally, JPMA recognizes the organizations that support its mission and have demonstrated their dedication to safe sleep initiatives, including:

• St. Christopher’s Hospital for Children in Philadelphia

• Healthy Mothers, Healthy Babies

• Milwaukee Department of Health

• Kids In Distressed Situations (K.I.D.S.)

• First Candle

• outreach partner Text4baby

• and others to come

JPMA also recognizes the importance of including the Consumer Product Safety Commission (CPSC) and Health Canada in these and other important safety information and education initiatives.

"JPMA realizes the most important component of our Safe Sleep campaign is providing parents and caregivers with valuable information to ensure the continued safety of their children," said Brenda Berg, JPMA Chair and mother of two. "We hope that, through JPMA’s ongoing safety initiatives, we can help to empower families with safety information in a variety of formats."

About JPMA’s Baby Safety Month

Each year, JPMA sponsors Baby Safety Month in September; and in 2010, JPMA is dedicating Baby Safety Month to safe sleep practices. JPMA initiated Baby Safety Month to educate parents and caregivers on the importance of the safe use and selection of juvenile products. To find out more information about the JPMA Certification Program, the products certified and a complete listing of JPMA members, please visit www.jpma.org.

About the Juvenile Products Manufacturers Association

The Juvenile Products Manufacturers Association (JPMA) is a national trade organization of more than 250 companies in the United States, Canada and Mexico. JPMA exists to advance the interests, growth and well-being of North American prenatal to preschool product manufacturers, importers and distributors marketing under their own brands to consumers. It does so through advocacy, public relations, information sharing, product performance Certification and business development assistance conducted with appreciation for the needs of parents, children and retailers.

Follow JPMA on Twitter @JPMA and connect with the Juvenile Products Manufacturers Association on Facebook.com/jpma.org to learn about additional safety tips and JPMA initiatives.


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