FOR IMMEDIATE RELEASE

LINK TO SEAL

LINK TO PRESS KIT

FOR IMMEDIATE RELEASE

IMAGES & LOGOS HERE

Program marks five decades, now spanning 30-plus baby and children’s product categories

MT. LAUREL, N.J., February 4, 2026 – The Baby Safety Alliance today announced the 50th anniversary of its Verification Program, the longest-running baby gear verification program in the United States. Recently expanded into Canada, the program helps families shop with more confidence in today’s crowded marketplace. While baby products must meet minimum government safety requirements, Verification adds independent testing and additional requirements for safety, performance, and functionality. Today, there are over 3,200 products in the market that are Verified by the Baby Safety Alliance. 

The Verification Program began in 1976, after the U.S. government started issuing more rules for children’s products and manufacturers sought a united voice on safety. Members of the Baby Safety Alliance, formerly JPMA, began meeting to develop safety standards and later partnered with the American Society for Testing and Materials (ASTM), now ASTM International, to strengthen and formalize those standards. The program’s first verified product category was high chairs.

“Fifty years in, our mission is simple: make it easier for families to choose safer products,” said Lisa Trofe, Executive Director of the Baby Safety Alliance. “Parents are being asked to make safety decisions in a marketplace moving faster than standards, enforcement, and information can keep up. Our role is to keep trust visible and verifiable, so safety does not depend on guesswork, marketing claims, or a five-star rating.”

The Baby Safety Alliance Verified Seal, formerly the JPMA Certified Seal, helps parents feel confident in choosing products for their baby. Parents and caregivers can find the Baby Safety Alliance Verified Seal on packaging and product listings when shopping online or in-store. The Verified Seal signifies a product meets all requirements for safety, performance and functionality. To become Verified, each product is sample-tested annually. This year, the Alliance will continue expanding program alignment with retailers and marketplaces as new product categories and compliance expectations evolve.

“Being a member of the Baby Safety Alliance gives us added confidence, and we highly recommend the verification—especially for brands operating in categories where imitation products may exist,” said Richard Quigley, E-commerce Executive at BubbleBum USA LLC. “The verification has enabled us to seamlessly manage our online business through Amazon whilst focusing on driving satisfaction for consumers.”

The Baby Safety Alliance Verification Program is voluntary and based on adherence to ASTM standards, federal and state laws, and select retail requirements. The program is designed to support clearer documentation, reduce duplicative testing where allowed, and provide a consistent verification pathway for manufacturers and retailers.

Additionally, Baby Safety Alliance members have the opportunity to participate in the Amazon Compliance Fast-Track Program for eligible products. Program materials state the partnership helps streamline compliance documentation handling and minimize the risk of delisting tied to product-related documentation questions.

To learn more about the Baby Safety Alliance Verification Program, including how to apply, visit BabySafetyAlliance.org.

###

About the Verification Program

Established in 1976, the Baby Safety Alliance Verification Program helps families shop with more confidence by identifying products that have been independently tested before they reach store shelves. Products that earn the Baby Safety Alliance Verified Seal, formerly the JPMA Certified Seal, are sample-tested by independent, accredited laboratories to help confirm they meet rigorous safety standards, along with key performance and functionality requirements. Look for the Verified Seal on packaging and product listings, or visit BabySafetySeal.org to review Verified Products.

About the Baby Safety Alliance

The Baby Safety Alliance is the trusted voice for baby and children’s product safety across North America. Formerly known as JPMA, the Alliance advances safety through advocacy, education, product testing, and philanthropy. Its Verification Program independently tests thousands of products annually across 30+ categories to ensure they meet the highest safety, performance, and functionality standards. The Alliance also offers free guidance for parents and caregivers through Baby Safety University and supports families through the Baby Safety Foundation, a 501(c)(3) charity.

About the Baby Safety Foundation

The Baby Safety Foundation is the philanthropic arm of the Baby Safety Alliance. Founded in 2021, the 501(c)(3) charitable organization aims to create better outcomes for infants and toddlers by reducing preventable injuries and deaths and providing families in need with donations of time, talent, and product.

Media Contact:

Michelle Hayes

Baby Safety Alliance

mhayes@babysafetyalliance.org

(850) 865-7622

CHARLOTTE, NC — Dec. 11, 2025 — The Baby Safety Alliance and KVA, a boutique marketing and communications agency, were honored with two Platinum Awards in the 2025 MarCom Awards. The MarCom Awards is administered by the Association of Marketing and Communication Professionals (AMCP) and is one of the industry’s most prestigious international creative competitions. 

Recognized in both the Branding and Branding Refresh categories, the Baby Safety Alliance brand launch stood out among more than 6,000 global entries. Platinum is MarCom’s highest distinction, awarded to only about 15% of submissions each year. This year’s Platinum-level honorees include major global brands such as Bank of America, Pfizer, Turkish Airlines, Kimberly-Clark, and Cisco, alongside leading agencies such as Porter Novelli and Razorfish, and now, KVA.

The rebrand was part of a major milestone for the organization: In June 2025, the Juvenile Products Manufacturers Association (JPMA) announced its transition to become the Baby Safety Alliance. Its members represent 95 percent of prenatal to preschool products sold in North America, establishing the Alliance as the trusted voice of safety and quality for baby and children’s products. 

“JPMA’s new name and brand identity as the Baby Safety Alliance brings its mission directly into focus after an impactful 60 years in advancing baby product safety,” said Lisa Trofe, Executive Director, Baby Safety Alliance. “We’ve had overwhelmingly positive responses to the launch campaign and new Baby Safety Alliance Verified seal over the past few months, and the award recognition is the cherry on top. We’re thrilled to continue our long-standing partnership in our program marketing, public relations, and stakeholder communications with KVA.” 

To support this transition, KVA led a comprehensive rebranding process complete with focus groups and member conversations to determine how best to elevate the organization’s priorities of advocacy, consumer education, philanthropy, and product safety certification. As the new visual identity took shape, the goal was to create a system that connected emotionally while clearly conveying a commitment to safety, appealed to today’s parent with modern, confident visuals, and stood apart with an ownable, distinctive look.

“From our team’s market research, we knew the emotional aspect of baby safety must be at the forefront of this new identity and vision—all while keeping the clear seal logo something that would be recognizable to consumers,” said Tam’ra Osborne Powell, SVP, Marketing and Communications Strategy at KVA. “That’s how the baby came to life along with brand pillars supporting the mission ‘A safer start for babies, peace of mind for parents.’”

The award-winning brand rollout included a full visual identity system, messaging framework, stakeholder launch strategy, digital assets, and ongoing creative direction to support the organization’s nationwide debut. 

Learn more about the award-winning content through the MarCom Awards entry.

About the Baby Safety Alliance

The Baby Safety Alliance is the trusted voice for baby and children's product safety across North America. Formerly known as JPMA, the Alliance advances safety through advocacy, education, product testing, and philanthropy. Its Verification Program independently tests thousands of products annually across 30+ categories to ensure they meet the highest safety, performance, and functionality standards. The Alliance also offers free guidance for parents and caregivers through Baby Safety University and supports families through the Baby Safety Foundation, a 501(c)(3) charity.

About KVA

KVA is a boutique marketing and communications agency offering expertise in areas of communication that have a significant and lasting impact on clients’ businesses: corporate communications and branding, change and transformation, crisis communications and employer branding. When companies face uncertainty, KVA provides strategic guidance, supports full-scale execution and makes the process of communicating to every stakeholder easier.

Media Contact:

Michelle Hayes

michelle@kellyvoelker.com

MT. LAUREL, N.J., November 12, 2025 – The Baby Safety Alliance (previously JPMA) is pleased to announce the appointment of Danielle Vealey, JD, as its new Director of Government Affairs, effective November 10, 2025.

In this role, Ms. Vealey will lead the Alliance’s legislative and regulatory work, representing member interests before Congress, federal agencies, and state governments. Her efforts will help shape policy that protects families and supports a fair, forward-moving marketplace for baby and children’s products.

“Danielle brings both heart and strategy to this role,” said Lisa Trofe, Executive Director of the Baby Safety Alliance. “She understands that behind every policy decision are real parents trying to make the safest choices for their children. Her thoughtful perspective and experience navigating complex regulatory landscapes will strengthen our ability to advocate for families and for the industry that serves them.”

Ms. Vealey brings a strong background in public policy and regulatory affairs, most recently serving as Director of Government Affairs for the Alliance for Mineral Security in Washington, D.C. Her previous experience includes leadership roles with GreenMet, the Consumer Brands Association, and the Office of U.S. Senator Joe Manchin, where she worked on initiatives related to manufacturing, consumer protection, and economic development.

“Every decision in policy, regulation, or advocacy should ask one simple question: How will this improve safety and access for families?” said Ms. Vealey. “Throughout my career, I’ve worked to bridge the gap between policy development and real-world impact—building partnerships that turn good ideas into lasting solutions. I’m honored to join the Baby Safety Alliance and help advance thoughtful, effective advocacy that supports both families and the industry working to keep them safe.”

A graduate of the University of Pittsburgh School of Law with a concentration in public policy, Ms. Vealey also holds a Bachelor of Arts in Political Science from Bethany College, where she graduated summa cum laude. She is based in Washington, D.C.

###

About the Baby Safety Alliance
The Baby Safety Alliance is the trusted voice of safety and quality for baby and children’s product safety across North America. Formerly known as JPMA, the Alliance advances safety through advocacy, education, product testing, and philanthropy. Its Verification Program independently tests thousands of products annually across 30+ categories to ensure they meet the highest safety, performance, and functionality standards. The Alliance also offers free guidance for parents and caregivers through Baby Safety University and supports families through the Baby Safety Foundation, a 501(c)(3) charity.

Media Contact:
Michelle Hayes
Baby Safety Alliance
mhayes@babysafetyalliance.org
(850) 865-7622

Families in New Jersey could see relief on the cost of essential baby items under proposed legislation that aims to eliminate the state’s 6.625% sales tax on certain products.

The bill, introduced in 2025, would remove sales tax on a defined group of baby products, including items related to hygiene, transportation, sleep, and feeding. Covered categories outlined in the legislation include baby wash and shampoo, child restraint systems such as car seats, cribs and bassinets, strollers, and select feeding supplies.

The proposal also includes a sales tax exemption for sunscreen products regulated by the U.S. Food and Drug Administration.

If enacted, the measure is intended to reduce the financial burden on families by lowering the cost of commonly used baby essentials. Supporters of the bill point to the rising cost of childcare and infant care products as a key driver behind the effort.

It is important to note that the legislation has not been enacted into law. The exemption would apply only to the specific product categories defined in the bill if it is passed and signed into law.

“This is the type of policy that recognizes the real, everyday costs families face,” said Lisa Trofe, Executive Director of the Baby Safety Alliance. “Efforts that make essential baby products more accessible can support safer choices for parents and caregivers.”

Advocates also note that affordability and safety are closely linked. When families have better access to compliant, properly tested products, they are more likely to make purchasing decisions that align with current safety standards.

The Baby Safety Alliance continues to monitor legislation that impacts product access, safety, and compliance, and supports efforts that help families make informed, safe choices.

Correction (Updated 4/27/2026):
This article has been updated to clarify that the New Jersey sales tax exemption on baby products has been proposed in legislation but has not been enacted into law.

2025 Awards of Excellence Winners

• Adrienne Gallardo, Program Manager, Doernbecher Injury Prevention Program, Doernbecher Children’s Hospital
• Martina Garvey, Senior Commerce Editor, The Bump
• Callie Hoffman, Director of Advocacy, All For Moms Foundation
• Shenoah Miller, External Relations, Customer Trust, Amazon
• Kylee Rogers, Vice President, Best Practice Quality LLC

2025 Awards of Excellence Finalists

• Chicco Fit360 Zip ClearTex Rotating Convertible Car Seat
• CYBEX Callisto G 360
• Evenflo All4Stages Slim+ Canopy 4-in-1 Convertible Car Seat
• Graco® Turn2Me™ 3-in-1 Rotating Car Seat

• Evenflo Limited Edition Shyft DualRide Infant Car Seat with Green and Gentle Fabric
• Evenflo Shyft Intuiti+ Travel System Featuring Revolve180 LiteMax NXT with SensorySoothe with Green & Gentle
• Graco® Table2Table™ Lux 6-in-1 Highchair
• Romer® Juni™ Infant Car Seat

• Evenflo® RightSeat™ MultiStage High Chair
• Jool Baby Musical Spoons
• LullaFeed®
• Munchkin BOND® Silicone Glass Bottle

• Boppy® Nursing Pillow
• HALO SuperSoft Bamboo Swaddle
• Inglesina Elysia Nursing Pillow
• Munchkin Flow Nipple Shield +

• Charlie's House - Virtual Safety Experience
• Evenflo® Revolve180™ LiteMax™ NXT with SensorySoothe™
• Inglesina Aptica Stroller + Bassinet + Stand
• Stork Exchange Certified Returns
• Storkcraft® Santorini® 3-in-1 Convertible Bassinet

• BabyBjorn Baby Crib
• HALO BassiNest® Connected Swivel Sleeper 3.0
• Naturepedic Organic Breathable Muslin Crib Sheets
• Storkcraft® Casablanca™ Deluxe 5-in-1 Convertible Storage Crib with Toddler Guardrail

• Britax® Juniper+ Compact Stroller With One-Hand RapidFold
• BubbleBum TelePort
• Ergobaby Upsie Sling Carrier
• Safety 1st Turn™ and Go 360° Rotating Modular Travel System

• Boppy Proper Posture Floor & Booster Seat
• Chicco Float Baby Seat
• Fisher-Price® 3 in 1 Kick & Sway Activity Gym
• Naturepedic Organic Stuffed Animals

• Drift Home Baby Monitor and Smart TOG Guide
• Harbor Baby Monitor
• Motorola PIP1710 CONNECT
• Safety 1st Secure-to-Explore Adhesive Locks (12 pack)

• Evenflo Hummingbird™ Ultra- Light Weight Carbon Fiber Stroller
• Munchkin Ultra-lite Stroller Wagon
• UPPAbaby Cruz V3
• WonderFold L4 Quad Stroller Wagon (4 Seater)

During Child Passenger Safety Week, Joe Colella, Director of Child Passenger Safety at the Baby Safety Alliance, joined WJZ Baltimore for a live segment with hosts Sina Gebre-Ab and Tim Williams.

Watch the interview here.

Joe introduced viewers to the Alliance’s new S.E.A.T. Safety Steps, a four-part checklist designed to make car seat safety simple and memorable for families. S.E.A.T. stands for:

• S – Select the Right Car Seat
  Read the labels and instructions for weight, height, and age limits. Keep your child in each stage (rear-facing, forward-facing, booster, and seat belt) for as long as possible before moving to the next.
• E – Ensure Proper Attachment
  A correctly attached car seat should be snug and move less than one inch when pulled at the base. Follow the manufacturer’s directions for installing the seat with Lower Anchors and Tethers for Children (LATCH) or a seat belt, and always use the tether with forward-facing seats.
• A – Adjust the Harness
  Straps should lie flat against your child with no slack. For rear-facing seats, harness straps should be at or below the shoulders. For forward-facing seats, harness straps should be at or above the shoulders.
• T – Technical Help
  Support is available! Families can look up manufacturer customer service contacts through the Car Seat Directory and connect with a certified CPS technician to ensure car seats are installed the right way.

The Baby Safety Alliance encourages families to “check your S.E.A.T. before every ride.” With car crashes remaining a leading cause of injury and death for children, simple steps like these can make a critical difference in keeping kids safe.

S.E.A.T. checklist and free car seat inspections help families keep children safe on the go

MT. LAUREL, N.J., September 17, 2025 – The Baby Safety Alliance, formerly known as JPMA, is leading Child Passenger Safety (CPS) Week, September 21–27, 2025, with a new checklist to make car seat safety easy for families. The S.E.A.T. Safety Steps stand for Select, Ensure, Adjust, and Technical Help.

This four-part framework gives caregivers a clear path to follow at a time when car seat safety rules and product options can feel overwhelming. It breaks safety down into simple, memorable actions, and the Alliance encourages families to “check your S.E.A.T. before every ride.” This year’s awareness week culminates with National Seat Check Saturday on September 27 at locations nationwide.

Car crashes are a leading cause of injury and death for children. On average, two children under 14 are killed and 345 are injured each day in traffic crashes while riding in passenger vehicles. According to the National Highway Traffic Safety Administration (NHTSA), more than half of all car seats are misused.

“As a parent, grandparent, and safety advocate, I know how overwhelming it can feel to make the right choice for your child,” says Joe Colella, Director of Child Passenger Safety for the Baby Safety Alliance. “That is why we created S.E.A.T., to give families a simple and memorable checklist to follow. The most powerful step we can take is making sure every child and every adult in the car is buckled up the right way.”

Here’s how to check your S.E.A.T. before all car trips:

S.E.A.T. Safety Checklist

S – Select the Right Car Seat

Read the labels and instructions for weight, height, and age limits. Keep your child in each stage (rear-facing, forward-facing, booster, and seat belt) for as long as possible before moving to the next.

E – Ensure Proper Attachment

A correctly attached car seat should be snug and move less than one inch when pulled at the base. Follow the manufacturer’s directions for installing the seat with Lower Anchors and Tethers for Children (LATCH) or a seat belt, and always use the tether with forward-facing seats.

A – Adjust the Harness

Straps should lie flat against your child with no slack. For rear-facing seats, harness straps should be at or below the shoulders. For forward-facing seats, harness straps should be at or above the shoulders.

T – Technical Help

Support is available! Families can look up manufacturer customer service contacts through the Car Seat Directory and connect with a certified CPS technician to ensure car seats are installed the right way.

Always carefully follow the instructions that come with the car seat. For more information, tips, and videos on safely using car seats and other children’s products, visit BabySafetyMonth.org.

###

About the Baby Safety Alliance

The Baby Safety Alliance is the trusted voice for baby and children’s product safety across North America. Formerly known as JPMA, the Alliance advances safety through advocacy, education, product testing, and philanthropy. Its Verification Program independently tests thousands of products annually across 30+ categories to ensure they meet the highest safety, performance, and functionality standards. The Alliance also offers free guidance for parents and caregivers through Baby Safety University and supports families through the Baby Safety Foundation, a 501(c)(3) charity.

About the Baby Safety Foundation

The Baby Safety Foundation is the philanthropic arm of the Baby Safety Alliance. Founded in 2021, our 501(c)(3) charitable organization aims to create better outcomes for infants and toddlers by reducing preventable injuries and deaths and providing families in need with donations of time, talent, and product.

Media Contact:

Michelle Hayes

Baby Safety Alliance

mhayes@babysafetyalliance.org

(850) 865-7622

• 3.7M+ video impressions via The Newborn Channel across nationwide hospital maternity wards
• 1.39M video impressions online
• 525K+ video impressions and 375K+ views via paid social
• 20K printed resources distributed via partners and events
• 6 minute educational feature on “Good Things Utah”

Media Contact:

Michelle Hayes

Baby Safety Alliance

mhayes@babysafetyalliance.org

(850) 865-7622

Baby Safety Alliance launches new campaign and free Baby Safety Guide during September’s Baby Safety Month

MT. LAUREL, N.J., September 2, 2025 – Every parent wants to protect their baby. But even the most well-meaning caregivers often make safety mistakes without realizing it. This September during Baby Safety Month, the Baby Safety Alliance is spotlighting the three most common baby safety mistakes and how to fix them.

“Parenting today comes with a flood of advice, but not all of it is rooted in safety science,” said Lisa Trofe, Executive Director of the Baby Safety Alliance. “We want to cut through the noise and give parents guidance they can trust. These three mistakes are common and fixable. Knowing about them can help save lives.”

Mistake #1: Believing All Baby Products Are Safe

Not all baby products are required to undergo safety testing consistent with industry standards, and risk increases with secondhand or imported items. In 2023, the Consumer Product Safety Commission (CPSC) issued more than 200 recalls, including over 20 involving infant and child products. A 2024 What to Expect survey found that 65% of Gen Z and 59% of Millennial parents are buying more secondhand due to inflation.

The Fix:

Check cpsc.gov/recalls or nhtsa.gov/recalls before using any baby product. Look for the Verified Product Seal from the Baby Safety Alliance, which confirms a product has passed independent testing and meets current safety standards.

Mistake #2: Using Car Seats Incorrectly or Moving Kids to the Next Stage Too Soon

Car seats save lives, but to provide the best protection, they must be used correctly. Unfortunately, many families make critical mistakes. According to the National Highway Traffic Safety Administration (NHTSA), half of all car seats are misused in a way that can reduce their ability to protect a child during a crash. Common issues include loose harnesses, incorrect recline angles, and moving a child into a booster seat too soon.

New federal regulations require car seats to include clearer, easier-to-understand instruction labels for proper use. Car seats will also be required to meet side-impact testing standards, and some models already comply with those requirements today. These changes were driven by years of advocacy from the Baby Safety Alliance, Safe Kids Worldwide and other advocacy groups.

The Fix:

Read and follow the instructions that come with your car seat. If you have questions, contact the manufacturer's customer service. You can also have your car seat checked by a certified Child Passenger Safety Technician (CPST), usually at no charge. Checks are available nationwide, including during Child Passenger Safety Week, September 21-27. Find tools and technician directories at SafeKids.org and BabySafetyMonth.org.

Mistake #3: Creating an Unsafe Sleep Environment Without Realizing It

Soft bedding, pillows, stuffed animals, and inclined sleepers may seem cozy, but can increase risk of suffocation. The American Academy of Pediatrics (AAP) reports that nearly 3,500 babies die each year in the U.S. from sleep-related causes.

The Fix:

Follow the ABCs of safe sleep: Alone, on their Back, in a Crib or bassinet with a firm, flat surface. Keep the sleep space free of soft objects, and never let a baby sleep in a swing or lounger.

“Many parents are trying to create comfort, not realizing that what looks cozy to us can actually be dangerous for a baby,” said Lisa Trofe, Executive Director of the Baby Safety Alliance. “We want families to know that simple, bare, and firm is not just safe—it’s lifesaving.”

Free Digital Guide for First-Time Parents: The Baby Safety Manual

This year’s campaign centers on Baby Safety 101, a free digital manual from the Baby Safety Foundation that gives parents practical, trustworthy guidance for their baby’s first year. The manual distills evidence-based guidance from pediatricians, safety experts, and an emergency room physician into a short, visually engaging format that parents can trust. Covering everything from safe sleep and babyproofing to feeding and product selection, it puts reliable, practical answers right at families’ fingertips.

“Most parents aren’t lacking love. They’re lacking access to trustworthy, simple safety information,” said Lisa Trofe, Executive Director of the Baby Safety Alliance and the Baby Safety Foundation. “Baby Safety 101 was designed as a tool for families in their baby’s first year, offering guidance right from the start of their parenting journey.”

Read the free manual, Baby Safety 101, and follow @BabySafetyAlliance on social media throughout September for more tips and resources.

###

About the Baby Safety Alliance

The Baby Safety Alliance is the trusted voice for baby and children’s product safety across North America. Formerly known as JPMA, the Alliance advances safety through advocacy, education, product testing, and philanthropy. Its Verification Program independently tests thousands of products annually across 30+ categories to ensure they meet the highest safety, performance, and functionality standards. The Alliance also offers free guidance for parents and caregivers through Baby Safety University and supports families through the Baby Safety Foundation, a 501(c)(3) charity.

About the Baby Safety Foundation

The Baby Safety Foundation is the philanthropic arm of the Baby Safety Alliance. Founded in 2021, our 501(c)(3) charitable organization aims to create better outcomes for infants and toddlers by reducing preventable injuries and deaths and providing families in need with donations of time, talent, and product.

MT. LAUREL, N.J., Aug. 5, 2025 /PRNewswire/ -- The Baby Safety Alliance is proud to announce the continued growth of its Verification Program, previously known as the JPMA Certification Program, making it even easier for parents to identify baby and children's products that have been independently tested and can be trusted.

The Baby Safety Alliance Verified Seal (find it at BabySafetySeal.org) is a clear, trusted indicator that a product has undergone independent testing for safety, performance, and functionality.		Products Verified by the Baby Safety Alliance can be trusted because they have been tested to the highest standards for safety, performance, and functionality.

The program, which will celebrate its 50th anniversary next year, now Verifies more than 3,200 products across over 30 product categories throughout the United States and Canada, including a critical new addition: Child Restraint Systems. As copycat and counterfeit baby gear becomes a growing concern, this category expansion ensures families can rely on Verified car seats and other essential baby products with confidence.

"For decades, we've worked with manufacturers and regulators to elevate product safety, and we're thrilled to be expanding our testing collaboration to ensure that more families across North America have access to safe, Verified products," said Lisa Trofe, Executive Director of the Baby Safety Alliance. "We've made it easier than ever for parents to spot products that meet the highest standards—just look for the Baby Safety Seal."

The Baby Safety Alliance Verified Seal (find it at BabySafetySeal.org) is a clear, trusted indicator that a product has undergone independent testing for safety, performance, and functionality. Products are re-tested annually to meet the most current state, federal, and voluntary standards for their category.

The Verification Program's impact is also expanding through new retail partnerships, making it even easier for families to identify tested and trusted baby gear while shopping online. This marks a significant step in bringing verified safety standards directly to the digital shelves where millions of parents make purchasing decisions every day.

As part of its mission to promote safe, accessible products for families, the Baby Safety Alliance has launched a nationwide awareness campaign to educate consumers on the Baby Safety Seal and make product verification more visible at point of sale and online. Watch this video to see how the Baby Safety Alliance Verification Program works. Manufacturers and retailers are incorporating the seal into their product listings and displays, giving parents a simple tool to shop with peace of mind.

"Parents shouldn't have to be safety experts to choose the right products," said Trofe. "Our Verification Program is about taking that burden off families and giving them a resource they can trust. When you see the seal, you know that the product was tested and that it passed."

For more information, visit  BabySafetySeal.org or follow @BabySafetyAlliance on social media.

About the Baby Safety Alliance
The Baby Safety Alliance is the trusted voice for baby and children's product safety across North America. Formerly known as JPMA, the Alliance advances safety through advocacy, education, product testing, and philanthropy. Its Verification Program independently tests thousands of products annually across 30+ categories to ensure they meet the highest safety, performance, and functionality standards. The Alliance also offers free guidance for parents and caregivers through Baby Safety University and supports families through the Baby Safety Foundation, a 501(c)(3) charity.

Organization will continue to champion safer products for babies and peace of mind for parents

MT. LAUREL, N.J., JUNE 24, 2025 – The Juvenile Products Manufacturers Association (JPMA) is proud to announce that it is now the Baby Safety Alliance.

“For more than 60 years, JPMA has worked to advance the safety of products used to care for babies and young children. Now, we’re moving our mission of baby safety to the forefront by bringing it into our organization’s name,” said Lisa Trofe, who serves as the executive director of the Baby Safety Alliance. “While JPMA has long been inclusive of members and partners beyond manufacturers, we also believe ‘Alliance’ better describes our collaborative efforts across manufacturers, retailers, parents, partners, and more to advance baby safety. We are thrilled about our new chapter and invite all those who are passionate about advancing baby safety to join us.”

Members of the Baby Safety Alliance represent 95 percent of the prenatal to preschool products sold in North America, making the Alliance the trusted voice of safety and quality for baby and children’s products.

“At the Baby Safety Alliance, we advance baby safety with efforts across four strategic pillars: advocacy, product safety, education, and philanthropy,” said Trofe.

The Alliance’s advocacy work includes legislative and regulatory involvement to ensure products are safe, accessible, and affordable. A prime example of this is the organization’s recent work lobbying for tariff exemptions to keep products that are critical for the care of babies and young children accessible and affordable for American families.

The organization also facilitates the Baby Safety Alliance Verification Program. This program–formerly JPMA’s Certification Program–tests more than 3,200 products across 30+ categories to ensure products meet the highest standards for safety, performance, and functionality.

“When you see a seal indicating that a product has been Verified by the Baby Safety Alliance, you can rest assured that the product has been tested to meet the highest federal, state, and voluntary safety standards set for its product category,” said Trofe. “Products Verified by the Baby Safety Alliance are tested annually to the most recent standards for even more assurance. These products can be trusted to help care for the precious little ones in your life.”

The Alliance’s education initiatives include providing free expert-approved baby safety guidance to parents and caregivers through Baby Safety University. The Baby Safety Alliance helps expecting and new parents choose and use baby and children’s products while keeping safety top of mind. Safety tips for sleeping, transporting, feeding, playing, bathing, diapering, monitoring, protecting, and more can be found on Baby Safety University. 

The Baby Safety Alliance also focuses on philanthropy through the Baby Safety Foundation, a 501(c)(3) charity. Founded in 2021 as JPMA Cares, the Baby Safety Foundation aims to create better outcomes for infants and toddlers by reducing preventable injuries and deaths and providing families in need with donations of time, talent, and product.

“This is an exciting time for the Baby Safety Alliance. Our name and brand have changed to put the focus on what truly matters to us—baby safety. We are evolving and growing, while staying rooted in our mission to champion safer products for babies and peace of mind for parents,” said Trofe.

For more information, visit BabySafetyAlliance.org or follow us on social media at Baby Safety Alliance. 

About the Baby Safety Alliance

The Baby Safety Alliance is the voice of safety and quality for baby and children's products. We advance baby safety with efforts across four strategic pillars: advocacy, product safety, education, and philanthropy. The Alliance’s advocacy work includes legislative and regulatory involvement to ensure products are safe, accessible, and affordable. Our product safety efforts include the facilitation of the Baby Safety Alliance Verification Program. Products Verified by the Baby Safety Alliance can be trusted because they have been tested to the highest standards for safety, performance, and functionality. The Alliance’s education initiatives include providing free expert-approved baby safety guidance to parents and caregivers through Baby Safety University. Our philanthropic work is accomplished through the Baby Safety Foundation, a 501(c)(3) charity. Established in 1962 as the Juvenile Products Manufacturers Association (JPMA), we have spent more than 60 years advancing the safety of products used to care for babies and young children. Now as the Baby Safety Alliance, we continue to champion safer products for babies and peace of mind for parents.

Media Contact:
Michelle Hayes
Baby Safety Alliance
mhayes@babysafetyalliance.org
(850) 865-7622

###

MOUNT LAUREL, N.J., May 1, 2025 – As part of a collaborative effort to raise awareness about preventing hot car tragedies, representatives from JPMA Cares, Safe Kids Worldwide (SKW), and Kids and Car Safety are joining local health professionals, first responders, and safety advocates at the Mitchell Learning Academy in Jacksonville, Florida to share proven strategies and tips for parents, caregivers, and bystanders. 

Since 1990, at least 1,125 children have died from heatstroke while unattended in vehicles, including one preventable tragedy so far this year. On average, 37 children die each year–that’s one child every nine days.

“Our goal is to make sure that heatstroke doesn’t claim the life of another child,” said Torine Creppy, president of SKW. “As temperatures rise and schedules change, there’s a real danger that we may see more tragedies this year. Losing one child is one too many, so we’re working with partners to preventing children from dying in hot cars by using every tool necessary, including awareness, education, technology, and advocacy.”

Technologies to prevent hot car deaths are already available, and more continue to develop. Many vehicles have systems that remind the driver to check the back seat under certain conditions. Others have more advanced systems that sense the presence of a child or other vulnerable occupants. Several car seat brands have sensor systems that are paired with the driver’s smartphone to provide warnings when a child is unintentionally left behind.

“Because children are precious and behavior is difficult to change, car seat and vehicle makers are voluntarily adding sensing and reminder features,” said Director of Child Passenger Safety for the Juvenile Products Manufacturers Association Joe Colella. “These technologies help prevent hot car tragedies. However, even with advancing technology, I recommend that parents always practice ‘Stop, Look, Lock.’ At each destination, check your back seat and lock the doors before walking away.”

Parents, caregivers, and bystanders are encouraged to help reduce the number of hot car deaths by taking the following steps:

• Look before you lock, and never leave a young child alone in a car, not even for a minute.
• Lock your doors, and keep your keys and key fobs out of the reach of children. Ask your neighbors to do the same.
• Create reminders by putting something in the back of your car that you’ll need at your final destination, such as a phone, briefcase, or purse.
• Arrange for your childcare provider to contact you right away if your child hasn’t arrived as scheduled.
• If you see a child alone in a car, take action. Call 911. Emergency personnel are trained to respond to these situations. One call could save a life.

For more information, please visit jpmacares.org/car-seat-safety-tips, safekids.org/heatstroke, and kidsandcars.org.

Contact:

Kali Peterson
JPMA Cares
kpeterson@jpma.org

“Ensuring products for the care and safety of our most vulnerable citizens—infants and young children—remain available to all American families at the lowest possible cost must be prioritized,” said Lisa Trofe, executive director of JPMA. “Tariffs, particularly those on Chinese imports, will negatively impact product categories like car seats and cribs that safety experts unanimously agree are critical to keeping babies and young children safe. Tariffs will mean higher costs for consumers, placing a heavy and unnecessary burden on families that will undoubtedly result in fewer babies and toddlers having access to products critical to their safety. The results can be devastating when families are forced to rely on secondhand or older products that do not meet current safety standards; makeshift alternatives that create risks; or even going without protective products at all.

Trofe continued, “Juvenile products are highly regulated, and quality is paramount. A global supply chain allows the U.S.-based companies that design these lifesaving products to search the world to bring the best mix of product quality and value to parents and caregivers by working with suppliers that have specialized capabilities. The safety of infants and young children must be prioritized. The death of even one child due to the unavailability of affordable lifesaving baby products is too many.”

JPMA recognizes that China’s unfair trade practices need to be confronted, while at the same time, the Association believes there should be specific and strict exclusions for juvenile products and their components.

“These products are not related to U.S. national security, nor do they hold any real strategic importance in U.S.-China trade relations,” said Trofe. “These exclusions would simply allow American families to retain full access and affordability to essential and safe baby gear.”

About JPMA
The Juvenile Products Manufacturers Association (JPMA) is the voice of the industry on quality and safety for baby and children's products in North America. We work to advance the interests of manufacturers, parents, children, and the industry at large by advocating for safety through product certification programs and legislative and regulatory involvement. Our members uphold The JPMA Promise, which includes our industry's Core Values. We support our broad and diverse membership through member-only programming and industry promotion. Additionally, we act as a comprehensive source for baby product information, education, and philanthropy through our charitable organization, JPMA Cares. Established in 1962, JPMA has spent more than 60 years helping protect future generations by advancing the availability and safety of products used to care for babies and young children. Learn more at jpma.org.

Contact:
Kali Peterson
Juvenile Products Manufacturers Association - JPMA
kpeterson@jpma.org

 ###

• Sara Delkoski Bakken, Director - Product Safety, Quality and Regulatory (PSQR), Target
• Adrienne Gallardo, Program Manager, Doernbecher Injury Prevention Program, Doernbecher Children’s Hospital
• Jessica Hartshorn, Contributing Writer, Good Housekeeping Institute
• Dani Martinson, Marketing Director, Babies “R” Us
• Leah Rocketto, Associate Commerce Director, Everyday Health Group Pregnancy & Parenting
• Rachael Shagott, Founder and President, Best Practice Quality, LLC

The JPMA Innovation Awards thanks our judges; our Editor's Pick sponsor Everyday Health Group Pregnancy & Parenting, which includes BabyCenter and What to Expect; and Prego Expo, host of the JPMA Innovation Awards winners announcement.

About the JPMA Innovation Awards
The JPMA Innovation Awards began in 1989 as the Most Innovative Product Contest and has become recognized as a highly acclaimed competition. In 2003, JPMA renamed it as the Innovation Awards to more accurately represent the focus on innovation.

About JPMA
The Juvenile Products Manufacturers Association (JPMA) is the voice of the industry on quality and safety for baby and children's products in North America. We work to advance the interests of manufacturers, parents, children, and the industry at large by advocating for safety through product certification programs and legislative and regulatory involvement. Our members uphold The JPMA Promise, which includes our industry's Core Values. We support our broad and diverse membership through member-only programming and industry promotion. Additionally, we act as a comprehensive source for baby product information, education, and philanthropy through our charitable organization, JPMA Cares. Established in 1962, JPMA has spent more than 60 years helping protect future generations by advancing the availability and safety of products used to care for babies and young children. Learn more at jpma.org.

Contact:
Kali Peterson
Juvenile Products Manufacturers Association - JPMA
kpeterson@jpma.org

###

MT. LAUREL, N.J., SEPT. 18, 2024 – Compact strollers, innovative nursery furniture, and many products that grow with your child are among the finalists for this year’s JPMA Innovation Awards. Since 1989, the Innovation Awards program has honored the most exciting new baby and children's products on the market.

JPMA Innovation Award recipients continue to raise the bar in an evolving industry by offering parents breakthrough products that help safeguard and care for baby. The finalists were selected by a panel of judges made up of safety experts, journalists, and retailers.

Award winners will be chosen in 11 distinct categories, along with four top awards: “Best In Show,” “Editor's Pick,” “Tried and True,” and the ever-popular “Parent's Pick,” where parents nationwide select their favorite must-have product. Voting for the “Parent's Pick” award is now live and ends Monday, September 30, 2024. All parents are invited to vote at https://www.jpma.org/page/parents-pick.

“The innovation behind the development of products to support caregivers is impressive,” commented Innovation Awards judge Adrienne Gallardo, MA, CPSTI, Injury Prevention Program Manager at Doernbecher Children’s Hospital. “This was an opportunity to review some amazing products that support the growth, safety, and development of infants and young children.”

Winners of the JPMA Innovation Awards will be announced Sunday, October 13, 2024, at Prego Expo in Chicago, Illinois.

2024 JPMA Innovation Award Finalists
Images are available at https://www.jpma.org/page/parents-pick

Child Restraint Systems Category

• Britax Poplar™ S Convertible Car Seat
• Diono® Connect3® RXT 2-in-1 High-Back Booster
• Maxi-Cosi Peri™ 180° Rotating Infant Car Seat
• UPPAbaby Aria

Design/Fashion/Style Category

• BOB Gear® Wayfinder® Pack (Infant Car Seat and Stroller Combo, featuring Britax ClickTight®)
• Britax Romer® Juni™ Infant Car Seat with Versa™ Base
• Buckle Me Baby Sleep Everywhere Sack
• Cybex Priam Jeremy Scott Car
• Maxi-Cosi Tana 360° Rotating Modular Stroller

Environmentally Friendly/Sustainability Category

• Baby Jogger city mini® GT2 Eco stroller
• Dekor Eko Diaper Pail & Eko Refills
• Ergobaby Aura Mesh Baby Wrap
• mima creo stroller

Feeding/Bathing/Changing Category

• Emulait Anatomy Bottle With Responsive Flow
• Haakaa Freeze-N-Feed Mini Combo
• Jool Baby Quick Flip Toilet Seat with a built-in potty seat
• The First Years Sure Comfort® 4-in-1 Reclining Bathtub

Infant/Parent Care Category

• Haakaa Shell Wearable Silicone Breast Pump
• Kyte Baby Sleep Bag Swaddler
• Medela Easy Pour Breast Milk Storage Bags

Nursery Category

• Boppy® Bassinet
• Graco Read-with-Me 4-in-1 Convertible Bookshelf Crib with Drawer
• MAMAZING EvoNook Crib
• Pinwheel Sleep Breeze Crib Mattress
• Maxi-Cosi Starling Smart Bassinet

On The Go Category

• Ergobaby LIFT Hip Seat
• NUNA CUDL™ luxe
• The Swimsuit By Coterie
• Tula Printed Mesh Explore Carrier

Play/Entertainment Category

• Boppy Learn and Grow Garden
• Ergobaby Evolve 3-in-1 Mesh Bouncer
• Graco Jumpstart 4-in-1 Activity Bouncer and Jumper
• Skip Hop Discoverosity 3-in-1 Sensory Table
• TOMY Bebé Fuerte Collection

Safety Category

• Motorola PIP15-2 MULTI
• Munchkin Mini Thermometer
• Qdos Lever Handle Lock

Stroller Category

• Britax Willow Grove™ SC Travel System
• Cybex Libelle Travel Stroller
• MAMAZING Ultra Air
• MAMAZING Ultra Air X
• Mockingbird Single-to-Double Stroller 2.0

Technology Category

• Cybex e-Gazelle S Stroller
• Graco SmartSense™ Soothing Bassinet
• Veba - Smart Baby Bottle Monitor
• Maxi-Cosi See Pro 360° Baby Monitor

Tried and True

• HALO Easy Transition Sleepsack
• Jool Baby Folding Potty Training Seat
• Naturepedic Organic Breathable Baby Crib Mattress
• Safety 1st Grow & Go Car Seat

Thank you to Editor's Pick sponsor Everyday Health Group Pregnancy & Parenting, which includes BabyCenter and What to Expect, and to Prego Expo for hosting the JPMA Innovation Awards winners announcement.

About the JPMA Innovation Awards
The JPMA Innovation Awards began in 1989 as the Most Innovative Product Contest and has become recognized as a highly acclaimed competition. In 2003, JPMA renamed it as the Innovation Awards to more accurately represent the focus on innovation.

About JPMA
The Juvenile Products Manufacturers Association (JPMA) is the voice of the industry on quality and safety for baby and children's products in North America. We work to advance the interests of manufacturers, parents, children, and the industry at large by advocating for safety through product certification programs and legislative and regulatory involvement. Our members uphold The JPMA Promise, which includes our industry's Core Values. We support our broad and diverse membership through member-only programming and industry promotion. Additionally, we act as a comprehensive source for baby product information, education, and philanthropy through our charitable organization, JPMA Cares. Established in 1962, JPMA has spent more than 60 years helping protect future generations by advancing the availability and safety of products used to care for babies and young children. Learn more at jpma.org.

Contact:
Kali Peterson
Juvenile Products Manufacturers Association - JPMA
kpeterson@jpma.org

###

"Car seat manufacturers design these safety devices to protect children, and new regulations help assure that all available models meet enhanced safety requirements," said Joseph Colella, director of child passenger safety for JPMA. "Choosing the right car seat for your child's needs and using it according to manufacturer instructions is the best way to protect your child from harm."

Car crashes are a leading cause of injury and death for children under age 15. Each day in the U.S., 429 children are injured and three are killed in car crashes according to the National Highway Traffic Safety Administration (NHTSA). What's more, research shows that nearly 40 percent of children killed in crashes are not restrained at all.

"A properly used car seat can reduce the risk of injury and death by as much as 71 percent," said Torine Creppy, president of Safe Kids Worldwide. "Car seats, booster seats, and seat belts save lives. During Child Passenger Safety Week, we want to remind all parents and caregivers to buckle their children up in the right seat for every ride, every time."

To help parents and caregivers better protect their children in and around cars, JPMA and Safe Kids are providing the following free in-person and online resources for families:

• Manufacturer customer service information, product instructions, and online registration
• Upcoming educational events with manufacturers
• In-person car seat inspection stations
• The Ultimate Car Seat Guide – available in English and Spanish
• Baby Safety University Car Seat Resources, including expert tips, videos, blogs, and more
• Find a certified technician near you

To be certain that a car seat is being used correctly, it's important that parents and other caregivers carefully read and follow the instructions and labels. Product experts will help answer any questions through manufacturer customer service resources, and many manufacturer websites include how-to videos. Hands-on assistance is also available from trained and certified Child Passenger Safety Technicians across the country and is usually provided as a free service through check-up events or inspection stations. Virtual checks are also available, so every family can have full access to these educational resources.

• Customer Care: Munchkin

• Customer Care, Honorable Mention: Geddy’s Mom

• Diversity, Equity, and Inclusion: Storkcraft

• Integrity in Manufacturing Practices: Dorel Juvenile

• Philanthropy: Delta Children

• Sustainability: Delta Children

Delta Children shows its commitment to the environment by the materials it uses in products such as wood from responsibly managed forests and fabrics and fibers made from recycled plastic bottles. With warehouses on both U.S. coasts, the company can lower carbon emissions during the transportation process. Additionally, the company is focused on reducing single-use plastics, packaging sizes, and greenhouse gas emissions.

“Doing business by these Core Values differentiates JPMA member companies and demonstrates that our members are the best in the industry,” said Trofe. “These Core Values Award recipients are doing an outstanding job of bringing these values to life in their businesses every day.”

About JPMA
The Juvenile Products Manufacturers Association (JPMA) is the voice of the industry on quality and safety for baby and children's products in North America. We work to advance the interests of manufacturers, parents, children, and the industry at large by advocating for safety through product certification programs and legislative and regulatory involvement. Our members uphold The JPMA Promise, which includes our industry's Core Values. We support our broad and diverse membership through member-only programming and industry promotion. Additionally, we act as a comprehensive source for baby product information, education, and philanthropy through our charitable organization, JPMA Cares. Established in 1962, JPMA has spent more than 60 years helping protect future generations by advancing the availability and safety of products used to care for babies and young children. Learn more at jpma.org.

Media Contact:
Kali Peterson
Juvenile Products Manufacturers Association - JPMA
kpeterson@jpma.org

# # #

# # #