The PRWIRE Press Releases https:// 2013-11-04T03:15:09Z Four out of five children are incorrectly buckled into car restraining seats 2013-11-04T03:15:09Z four-out-of-five-children-are-incorrectly-buckled-into-car-restraining-seats For Immediate Release                                                                                          4 November 2013The safety of children travelling on Australian roads, is at the heart of everything we do.The launch of new installation videos, a new website dedicated to Australian customers, a sporty new car seat range, and  the appointment of Mark Winterbottom as Safety 1st’s brand ambassador  underline Dorel Australia’s commitment to aggressively promote child car seat safety head-on.  FACTS:  ‘Four out of five children are incorrectly buckled into car restraining seats, increasing the risk of serious injury or crash, a Melbourne study has found’ (The Age)‘Road Trauma is the leading cause of death for Australian children up to 14’ (2011 Census)Combining these statistics create a horrifying thought for any parent, caregiver or grandparent.  Why then are so many Australian parents getting it wrong?  They often find fitting a car seat using the existing seat belt and top tether strap too complex.Safety 1st, a global leader and the trusted expert for baby products, is passionate about reducing these negative statistics and as such is launching a ‘Discovering Life Safely’ campaign to tackle these issues as we lead up to summer holidays, and the busiest time on the road for families.What does this mean for parents?  Access to Safety 1st`s new Australian website along with its brand Facebook pageNew user-friendly installation videos and infographic content on YouTube will assist parents to choose the correct car seat, as well as help ensure their car seat is properly installedAccess to 9 new Safety 1st “Series II” car seats which range from newborn to approx. 8 years of ageIn store Quick Response (QR) codes and informative videos on point of sale, and new packaging and instruction manuals to help facilitate the purchasing decision and car seat installationMark ‘Frosty’ Winterbottom as Safety 1st’s role model and new brand ambassador, will help influence a large audience on the important of caring for kids on our roadsNEW - Series II Car Seat RangeThe evolution of the Safety 1st car seat range brings forth a beautiful new style; a combination of attractive designs, quality fabrics, safety features, including Air Protect™ Superior Side Impact Protection technology, the most innovative head safety feature ever offered in child car seats. The updated range includes:     Sentinel II Convertible Car SetCustodian Plus II Convertible BoosterCustodian II BoosterSentinel II Convertible Car Seat(rearward and forward facing)Custodian Plus II Convertible Booster (forward facing)Custodian II Booster(forward facing)SUITABLE FROM: Birth to approx. 4 years oldSUITABLE FROM: 6 months to approx. 8 yearsSUITABLE FROM:4 years to approx. 8 yearsNEW FEATURES:ü  QuickFitTM system, raise head and shoulder height in one motionü  Rearward facing up to 12mths5 position headrestCar Seat Protector Mat with large storage pocket3 distinct yet subtle colours NEW FEATURES:Retractable cup holdersSilicon covered arm restsExtra 3cm space between back of seat and buckle3 distinct yet subtle coloursNEW FEATURES:Retractable cup holdersSilicon covered arm restsExtra 6cm in adjustable height3 distinct yet subtle coloursSafety 1stAustralia Brand AmbassadorMark ‘Frosty’ Winterbottom – V8 Supercar Driver & father of two young boys (2 yrs and 6 months) To help further ‘drive’ awareness of child car seat safety, Safety 1st recently appointed V8 Supercar Driver, Mark ‘Frosty’ Winterbottom, as their Brand Ambassador.“I was shocked to hear 4 out of 5 car seats in Australia are incorrectly fitted, so when I was approached by Safety 1st to help raise awareness of child car seat safety, I jumped at the chance. I’m looking forward to working with Safety 1st to make this new time in your life a little easier so you can focus on what’s really important, helping your child discover life safely” said Mark. Mark will be featured in informative videos, TV, print, websites and social media promoting the child car seat safety message, demystifying car seat selection and helping to simplify the installation process.For full details on Safety 1st and their products visit or follow - Ends -For further information including product and lifestyle images as shown, please contact: Susan RichardAssistant Brand ManagerE: 03 8311 5335 Mark PrattSocial Media & PR ManagerE: 0408 867 172BACKGROUNDSafety 1st has been a pioneering brand in prevention and safety for children for 25 years.Safety 1st gives parents peace of mind, helping them to create a safe and comfortable space for their children to develop and explore. For every 1st you and your child experience, Safety 1st is here with innovative parenting solutions. Safety 1st products span child care, home safety, travel and items to play and relax. Dorel Australia is part of Dorel Industries Inc. and is best-known to consumers through its key brands; Mother’s Choice, bertini, Quinny and Safety 1st.  From car seats to strollers, child safety gates to bouncers, monitors to child proofing products  and more – Dorel Australia has been designing, manufacturing and distributing high quality nursery products to the Australian market for over 30 years. About Dorel Juvenile All over the world, we Care for Precious Life. It is the daily mission of our 3,300 employees across the globe. We Care, so parents can have an enjoyable time with their children. Dorel Juvenile's portfolio features a diversity of brands at various price points and innovative design, supported by excellent distribution channels. Our well-known and strong global brands, Maxi-Cosi, BébéConfort, Quinny, Safety 1st, Cosco and Baby Art, combined with our extensive portfolio of regional brands, are available in over 100 countries.Dorel Juvenile is a segment of Dorel Industries, Inc, (TSX: DII.B, DII.A).  Dorel creates style and excitement in equal measure to safety, quality and value. Dorel has annual sales of US$2.6 billion and employs 6,300 people in facilities located in twenty-four countries worldwide.