Honoring top new baby and children’s products

MT. LAUREL, N.J. | September 21, 2026 – The Baby Safety Alliance recently announced the winners of its 2026 Awards of Excellence. Now in its 37th year, the program evaluates products across nine categories for innovation, market impact, and the ability to improve family safety and convenience.

An independent panel of safety experts, retailers, and journalists selected category winners, while special awards recognized the overall Best in Show and Parents’ Pick honors, as voted on by parents nationwide. 

“Choosing baby products can be overwhelming for parents,” said Alison Jacobson, Executive Director of the Baby Safety Alliance and the Baby Safety Foundation. “An Awards of Excellence recognition distinguishes products bringing exceptional value to the market while celebrating industry innovation and dedication.”

Earning Best in Show honors is Energizer® Ultimate Child Shield™, the first coin lithium battery engineered to help prevent severe internal burns if swallowed. Over 3,500 coin lithium battery ingestions occur in the U.S. annually, mostly involving children under 6. The Innovation winner, Evenflo® Transformer™ Stroller to Wagon Travel System, features an all-in-one design that adapts into nine modes without extra parts. It enhances safety and comfort using SensorySoothe technology and Bluetooth-enabled SensorSafe® alerts to monitor critical conditions.

2026 Awards of Excellence Winners

Best in Show
Energizer® Ultimate Child Shield™

Parents' Pick
VezaFlex™

Innovation
Evenflo® Transformer™ Stroller to Wagon Travel System

Child Restraint Systems
CYBEX Callisto T 360

Design/Fashion/Style
HALO® SleepSack® SwaddleStretch™

Feeding/Bathing/Changing
VezaFlex™

Infant/Parent Care
Boppy® Complete Nursing Pillow

Nursery
Fisher-Price® x Dream On Me August Nest 5-in-1 Convertible Crib

On The Go
Mockingbird Travel Stroller

Play/Entertainment
Nuby StepPebbles with FREE Balance Board

Safety
Babelio Sensepass Smart Baby Gate

“These winners prove that safety and adaptability are the new industry gold standard, going beyond basic convenience,” said Adrienne Gallardo, 2026 Awards of Excellence Judge. “By combining smart technology with multi-stage designs, this year’s honorees elevate parents' daily peace of mind.”

Special thanks to announcement host The Prego Expo, and to judges:

• Adrienne Gallardo, Program Manager, Doernbecher Injury Prevention Program, Doernbecher Children’s Hospital

• Spencer Gentille, Program and Products Coordinator, Cribs for Kids

• Ben Norment, Founder and CEO, Stork Exchange

• Rachael Shagott, Founder and CEO, Best Practice Quality LLC

View product descriptions, download high-res images, and access the press kit.

Program proceeds support the Baby Safety Foundation, funding initiatives to protect children.

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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 the Juvenile Product Manufacturers Association (JPMA), the Alliance advances safety through advocacy, education, product testing, and philanthropy. Its hallmark Verification Program independently tests thousands of products annually across 30+ categories to ensure they meet the highest functionality, performance, and safety standards. 

About the Baby Safety Foundation

Founded in 2021, the Baby Safety Foundation is the 501(c)(3) philanthropic arm of the Baby Safety Alliance, dedicated to protecting children through industry expertise and resources. Its signature guide, Baby Safety 101®, delivers essential, expert-backed safety information in a mobile-friendly 60-minute read.

Media Contact:

Michelle Hayes

Baby Safety Alliance

mhayes@babysafetyalliance.org

(850) 865-7622

A four-step checklist and expert inspections help parents tell what's proven from what's trending

MT. LAUREL, N.J., September 17, 2026 – With viral car seat “hacks,” noncompliant dupes, and risky shortcuts spreading online, ahead of Child Passenger Safety Week (September 20–26), the Baby Safety Alliance® urges caregivers to verify advice before following it.

It's the car seat edition of the Alliance's 2026 Baby Safety Month® campaign, “Before You Try, Verify.” As families access safety guidance from more digital channels than ever, the Alliance encourages caregivers to ask a critical question: Who is behind this advice? Verified means information rooted in manufacturer instructions and credentialed expertise, peer-reviewed research, and certified safety professionals — not just the latest viral trend.

The gap shows up on the road. In 2024, 795 children under 13 died in crashes, with 30% of those victims unrestrained. Data from the National Highway Traffic Safety Administration (NHTSA) confirms that nearly half of all child restraints are installed or used incorrectly. Car seats reduce  fatal injury risk by 71% for infants and 54% for toddlers.

“A car seat protects a child best when it's the right seat, installed correctly, and adjusted correctly,” says Joe Colella, Director of Child Passenger Safety for the Baby Safety Alliance and a certified Child Passenger Safety Technician-Instructor (CPSTI). “State laws and the laws of physics are not the same. Crash dynamics do not change when you cross a state line.”

Check your S.E.A.T.:

S — Select the right seat for your child's height, weight, and age, and stay there as long as possible.

E — Ensure proper attachment: check for less than an inch of movement at the belt path.

A — Adjust the harness flat and snug, placed at or below the shoulders rear-facing, and at or above for forward-facing.

T — Technical Help: contact the manufacturer or get hands-on help from a certified Child Passenger Safety Technician (CPST).

The Alliance and NHTSA will co-host a free, in-person car seat inspection and educational event in Washington, D.C., on September 19. Families nationwide can find certified technicians and verified safety resources at BabySafetyMonth.org.

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About Baby Safety Month

Baby Safety Month is an annual national consumer campaign led by the Baby Safety Alliance. Each September since 1983, the Alliance, its member companies, partner organizations, and hundreds of Ambassadors have been helping families choose and use baby products safely.

About Baby Safety Alliance

The Baby Safety Alliance is the trusted voice for baby and children’s product safety across North America. Formerly known as the Juvenile Product Manufacturers Association (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 functionality, performance, and safety standards. The Alliance also offers free consumer education for parents and caregivers through Baby Safety University and supports families through the Baby Safety Foundation, a 501(c)(3) charity.

Media Contact(s):

Michelle Hayes

Baby Safety Alliance

mhayes@babysafetyalliance.org

(850) 865-7622

MOUNT LAUREL, N.J., September 9, 2026 — The Baby Safety Alliance® (The Alliance) and Baby Safety Foundation (The Foundation) are pleased to announce the appointment of Alison Jacobson as Executive Director of both organizations. A nationally recognized child safety expert, nonprofit executive, and strategic communications leader, Jacobson brings more than 20 years of experience spanning the juvenile products industry, public health, consumer education, and child safety.

Prior to joining The Alliance and The Foundation, Jacobson served as CEO of First Candle, a national nonprofit dedicated to preventing Sudden Unexpected Infant Death (SUID) and supporting families impacted by infant loss. During her tenure, she developed community-based programming designed to go beyond simply providing families with safety information to understanding and addressing the barriers that can prevent them from acting on it.

Central to that work was partnering with trusted community organizations and individuals with lived experience to deliver practical, relevant education directly to families. Jacobson will bring that experience to the Baby Safety Foundation as it expands its consumer education, community partnerships, and programs designed to provide families with the information and resources they need to keep babies and children safe.

“Alison’s depth of expertise makes her an outstanding choice to lead the Baby Safety Alliance and Baby Safety Foundation,” commented Walter Lehneis, Chair of the Baby Safety Alliance. “She brings a unique understanding of child safety, the juvenile products industry and, importantly, the needs of families. Her ability to connect those perspectives creates an exciting opportunity to strengthen the impact of both organizations.”

Jacobson also brings extensive experience at the intersection of consumer safety and the juvenile products industry. She has served on ASTM standards committees alongside manufacturers and safety experts and has worked throughout her career to help translate complex safety recommendations into clear, practical guidance for parents and caregivers. She also founded The Safety Mom, a national child and family safety advocacy and consulting platform, building on her longstanding commitment to keeping children and families safe.

“Families don’t need more information simply for information’s sake, they need safety guidance that is clear, practical, and achievable,” said Jacobson. “What excites me about leading both the Baby Safety Alliance and Baby Safety Foundation is the opportunity to connect the expertise of the juvenile products industry with the experiences and needs of families. Together, we can strengthen product safety while ensuring that trusted information and resources reach families in ways that can make a measurable difference in the safety of babies and children.”

As Executive Director of both organizations, Jacobson will lead the Baby Safety Alliance’s work with manufacturers, safety experts and other stakeholders to advance product safety and best practices across the juvenile products industry. She will simultaneously lead the Baby Safety Foundation’s consumer-facing work, expanding education, community partnerships and initiatives that bring trusted safety information and resources directly to families.

“Alison brings the experience, relationships, and passion for baby safety that align extremely well with our vision for the next chapter of the Baby Safety Foundation,” said Rob Gardner, Chair of the Baby Safety Foundation Board of Directors. “We want to expand our direct engagement with parents, caregivers and children through meaningful community events and programs, while building the partnerships and resources needed to broaden our reach and impact. Alison’s ability to connect safety education with families, industry partners and supporters will be instrumental in helping us turn that vision into action.” 

Michael Dwyer, CAE, President of the Baby Safety Alliance added, “Alison’s extensive experience provides a strong foundation for a seamless transition. That transition is further supported by the Baby Safety Alliance’s longtime association management partner, Association Headquarters, and AH’s commitment to providing ongoing support.”

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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 the Juvenile Product Manufacturers Association (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 functionality, performance, and safety standards. The Alliance also offers free consumer education 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

Founded in 2021, the Baby Safety Foundation is the philanthropic arm of the Baby Safety Alliance and a 501(c)(3) charitable organization dedicated to protecting every baby by channeling industry expertise and resources. Its signature educational resource, Baby Safety 101^®, is a research-based, expert-backed guide that delivers the essential baby safety information every parent needs in a convenient, mobile-friendly format that can be read in under 60 minutes.

Media Contact:

Amy Chezem

achezem@babysafetyalliance.org

609-410-6590

National campaign helps parents spot unsafe baby hacks on sleep, feeding, car seats, and playtime 

MT. LAUREL, N.J., September 1, 2026 – Today the Baby Safety Alliance kicks off Baby Safety Month® 2026, an annual campaign to help families choose and use baby products safely. This year’s campaign, Before You Try, Verify, asks parents to pause before trying viral trends, and turn to trusted, expert-backed safety guidance.

Key Takeaways

• Parenting advice now travels faster than the facts, and not every viral tip or trending product meets current safety standards.

• Before You Try, Verify gives parents a simple habit: pause, verify with a trusted source, and use products as intended.

• Free tools at BabySafetyMonth.org let any parent easily find advice from experts.

Why This Matters Now

Today's parents sort through more advice from strangers than any previous generation; as online and resale marketplaces expand, parents must be very careful in choosing products that meet current safety standards.

According to the Centers for Disease Control and Prevention (CDC), accidents remain a leading cause of death among young children in the United States, which makes prevention a priority for every family. The Consumer Product Safety Commission estimates that about 70,000 children under five are treated in emergency rooms each year for injuries linked to nursery products, which can often be prevented by choosing quality products and using them the right way.

“Parents are doing their best in an environment where information is often confused for facts,” said Michael Dwyer, CAE, President of the Baby Safety Alliance. “When families know what to look for and where to find trustworthy guidance, they can make safer decisions every day.”

Before You Try, Verify: Three Steps for Assessing Viral Baby Safety Tips

1. Pause. Consider the source and if it uses a product differently than intended.

2. Verify. Make sure the tip comes from a source you can trust, such as a pediatrician, a child passenger safety technician (CPST), or organizations like the Centers for Disease Control and Prevention (CDC), the American Academy of Pediatrics (AAP), National Highway Traffic Safety Administration (NHTSA), and the Baby Safety Alliance. Check any product used for recalls at cpsc.gov/recalls and confirm it meets applicable safety standards at BabySafetySeal.org. 

3. Use safely. Always follow the manufacturer's instructions and ensure the product is used as intended.

Families can find expert-backed guidance and free resources at BabySafetyMonth.org.  Throughout September, @BabySafetyAlliance will share practical tips and host weekly Verified product giveaways.

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About Baby Safety Month

Baby Safety Month is an annual national consumer campaign led by the Baby Safety Alliance. Each September since 1983, the Alliance, its member companies, partner organizations, and hundreds of Ambassadors have been helping families choose and use baby products safely.

About Baby Safety Alliance

The Baby Safety Alliance is the trusted voice for baby and children’s product safety across North America. Formerly known as the Juvenile Product Manufacturers Association (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 functionality, performance, and safety standards. The Alliance also offers free consumer education for parents and caregivers through Baby Safety University and supports families through the Baby Safety Foundation, a 501(c)(3) charity.

Media Contact(s):

Michelle Hayes

Baby Safety Alliance

mhayes@babysafetyalliance.org

(850) 865-7622

Expert-reviewed list points parents to the standout new baby products of the year 

MT. LAUREL, N.J. | August 24, 2026 – New baby products reach the market almost every week, and for parents, telling real quality from clever marketing has never been more difficult. Today, the Baby Safety Alliance named the finalists for its 2026 Awards of Excellence — an annual program that cuts through the noise to spotlight the year’s most noteworthy baby products, as judged by the people who evaluate these products for a living.

Established in 1989, the Awards of Excellence honors the best new products of the year, whether they are already on shelves or arriving soon. What sets the program apart is who does the choosing: finalists are selected by a panel of safety experts, baby-focused journalists, and retailers, not by advertising budgets or marketing claims. This year’s finalists represent the thoughtful evolution of baby and children’s products, with innovations that grow alongside families, maximize versatility and longevity, and push the boundaries of proactive safety technology. They demonstrate that the next generation of products can be more adaptable by design.

"This is the longest running competition of its kind in our industry, and nearly forty years in, it still comes down to one question. Which new products best solve the challenges today's parents face?" said Michael Dwyer, CAE, President of the Baby Safety Alliance. "Recognizing that work, from established brands to first time innovators, is how we encourage the whole industry to keep evolving alongside the families it serves."

Finalists compete across nine categories, along with Best in Show. Parents have a say in the results as well: the Parents’ Pick award is decided entirely by public vote, open August 24–September 13, 2026 at https://www.babysafetyalliance.org/page/parents-pick.

“It was an honor to participate in judging this year’s slate of incredible products,” said Ben Norment, CEO, Stork Exchange. “Brands are continuing to innovate in exciting and thoughtful ways that keep children safer and help make parent’s lives easier.”

Winners will be announced on September 19, 2026, during The Prego Expo in Phoenix, Arizona.

2026 Awards of Excellence Finalists

Images are available at https://www.babysafetyalliance.org/page/parents-pick

Child Restraint Systems Category

• CYBEX Balios S Lux + Balios Fold Cot

• CYBEX Callisto T 360

• Diono Airi™ High-Back Booster

• Evenflo Revolve360™ Slim 2-in-1 Rotating Car Seat with Green & Gentle™ Fabric

• Graco® EasyTurn™ 360° 2-in-1 Rotating Convertible Car Seat

Design/Fashion/Style Category

• Big Dreams Swaddle Wrap

• Evenflo Monarch™ LiteMax™ NXT with SensorySoothe™ Technology

• HALO SleepSack SwaddleStretch

Feeding/Bathing/Changing Category

• Graco® Close2Baby 3-in-1 Highchair with Newborn SecureSeat

• Jool Baby Fold ‘N Store 3 Stage Baby Bathtub with Thermometer

• Munchkin® CycloSeal® Touch Free Pro™ Diaper Pail, Wave Sensor Activated

• NUK® Perfect Match™ Natural + Anti-Colic Glass Bottle

• RashShield® Diapers Featuring Alpha-Bisabolol

• Safety 1st On-the-Go Feeding Bundle

• VezaFlex

Infant/Parent Care Category

• Boppy Complete Nursing Pillow

• Recovery Care™ Postpartum Underwear

• The Little Knee Pillow by Regalo

Innovation Product Category

• Blowout Blockerz Pajamas

• Energizer® Ultimate Child Shield™

• Evenflo Elara™ 2-in-1 Smart Motion Swing & Soothing Nest

• Evenflo Transformer Stroller to Wagon Travel System

• Evolur Pace 12-in-1 Convertible Crib

• The Sleep Theory USA - The Theta Pouch 

Nursery Category

• Art of Nursery™ by Storkcraft® Casablanca® 3-in-1 Convertible Bassinet

• Fisher Price x Dream On Me August Nest 5-in-1 Convertible Crib

• Harppa Cuddly Signature 3-in-1 Rocking Baby Bassinet & Bedside Sleeper with Mattress + Cover

• Jool Baby SmartWave Plus Touch-Free Diaper Pail

• Maxi-Cosi Quiet Luxury 6-in-1 Convertible Crib & Quiet Luxury 7-Drawer Dresser

• Stokke® Nighti™

On The Go Category

• Burley Solina Stroller & Bike Trailer

• Graco® Merge™ 360 Travel System

• Journey All-in-One Stroller to Wagon Travel System with EZ-Lift™ PRO Infant Car Seat in Cosmic Black

• Maxi-Cosi Oxford Cabin Lightweight Travel Stroller

• Maxi-Cosi Oxford Modular Travel System

• Mockingbird Travel Stroller

Play/Entertainment Category

• Aqua Kids® Pool Cruiser™ Baby Float

• Evenflo Lyra™ 2-in-1 Infant to Toddler Rocker

• Nuby Rock ‘N Ride

• Nuby StepPebbles and FREE Balance Board

Safety Category

• Babelio PressGuard Ⅱ Baby Gate

• Babelio SensePass Smart Baby Gate

• Babysense PRO

• ergoPouch Drift Home Baby Monitor and Smart TOG Guide

• Harppa Grovi Baby Gate Playpen for Babies and Toddlers

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About the Awards of Excellence

The Baby Safety Alliance Awards of Excellence recognizes the standout products, services, and solutions in the prenatal to preschool market introduced within the last year. Initiated in 1989, the Awards of Excellence (formerly the JPMA Innovation Awards) is the longest running product competition in the baby and children’s industry and serves as a key fundraiser for the Baby Safety Foundation.

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 the Juvenile Product Manufacturers Association (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 functionality, performance, and safety standards. The Alliance also offers free consumer education 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

Founded in 2021, the Baby Safety Foundation is the philanthropic arm of the Baby Safety Alliance and a 501(c)(3) charitable organization dedicated to protecting every baby by channeling industry expertise and resources. Its signature educational resource, Baby Safety 101®, is a research-based, expert-backed guide that delivers the essential baby safety information every parent needs in a convenient, mobile-friendly format that can be read in under 60 minutes.

Media Contact:

Michelle Hayes

Baby Safety Alliance

mhayes@babysafetyalliance.org

(850) 865-7622

New directors bring broad industry perspective and commitment to future impact

MT. LAUREL, N.J., June 3, 2026 – The Baby Safety Alliance (formerly the Juvenile Products Manufacturers Association) is pleased to announce its newly elected Board of Directors. The board members were recommended by the Nominating Committee and voted on by membership at the Annual Member Meeting on Tuesday, June 2, 2026, which was held during the Baby Safety Alliance Summit in Washington, D.C.

To be eligible to become a member of the Alliance board, an individual must be an employee of a member company that, at the time of election and throughout the board member’s tenure, is in good standing. Regular member manufacturers make up most of the board. Responsibilities of the board members include but are not limited to: sustaining the Alliance’s mission and purpose; ensuring effective planning; monitoring and strengthening programs and services of the Alliance; providing oversight of the Alliance budget and financial reporting; building a competent board; ensuring legal and ethical integrity; and enhancing the Alliance’s public standing.

The newly elected officers, who will each serve a one-year term, are as follows:

Chair: Walter Lehneis, HALO Dream, Inc.

Vice Chair: Mark Zehfuss, Larktale

Treasurer: Vartan Chldrian, Munchkin Inc.

Anna Early, Britax, will transition to the role of Immediate Past Chair.

The newly elected directors, who will each serve a three-year term, are as follows:

Judah Bergman, Jool Baby
Sarah Haverstick, Evenflo Company, Inc.
Brad Mattarocci, Baby Trend
Rebecca Mond, Amazon

Continuing directors are as follows:

Dan DeSimone, Dorel Juvenile Group

Julia Lentini, Mockingbird

Kerry Strzelecki, Graco/Newell Brands

“The strength of the Baby Safety Alliance has always been the passionate leaders who come together around the shared purpose of advancing baby safety,” said Lisa Trofe, executive director for the Baby Safety Alliance. “This new group brings deep industry expertise and a real commitment to collaboration and to meaningful progress. I’m confident their leadership will help strengthen our collective voice, expand our impact, and continue advancing the availability of safer baby and children’s products for families.”

For more information about the Baby Safety Alliance, its Board of Directors, programs, and membership, visit BabySafetyAlliance.org.

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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.

Media Contact:

Kali Peterson

Baby Safety Alliance

kpeterson@babysafetyalliance.org

Amazon includes the Alliance as the first organization in new safety badging program, created to help consumers make more informed purchasing decisions

MT. LAUREL, N.J., June 2, 2026 – The Baby Safety Alliance is excited to announce that parents and caregivers shopping for safer baby products can now look for the Verified Seal on Amazon. 

The Baby Safety Alliance Verified Seal, formerly the JPMA Certified Seal, has been a symbol of trusted and tested products for fifty years. New and expectant parents, as well as caregivers, have looked for the seal on packages and product websites, and now, they can easily identify products with the seal on Amazon. 

Baby Safety Alliance Verification is now featured directly on product detail pages through Amazon’s new safety badging program, giving customers clear visibility into products that have been independently verified by trusted third-party safety organizations at the point of purchase. When a product is Baby Safety Alliance Verified, the Amazon listing for that product can now display a badge reflecting the Verified Seal, along with information about the Baby Safety Alliance and what Verification represents.

“The Baby Safety Alliance is proud to be the first organization included in the program, marking a major milestone for both Alliance members and the broader baby and children’s products industry,” said Lisa Trofe, Executive Director of the Baby Safety Alliance. “This initiative reflects years of industry feedback requesting better ways to communicate trusted safety certifications directly to consumers, and we are thrilled to be a part of that vision coming to life.”

The program is designed to make safety verification information more accessible and meaningful for families shopping online, helping consumers make more informed purchasing decisions with greater confidence.

Early feedback suggests customers strongly value verified safety information, especially when it comes from credible, category-specific organizations like the Alliance, reinforcing the importance of trusted verification bodies within the juvenile products space. 

Families and caregivers can learn more about Verified products at BabySafetySeal.org. 

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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.

Media Contact:

Kali Peterson

Baby Safety Alliance

kpeterson@babysafetyalliance.org

(321) 297-4583

During warmer months, create a simple, life-saving habit

MT. LAUREL, N.J., May 29, 2026 – In recognition of National Heat Awareness Day today, the Baby Safety Alliance is encouraging “Stop. Look. Lock.,” a national campaign designed to help prevent child hot car deaths.

As temperatures rise, the risk increases. Hot car tragedies remain a leading cause of non-crash vehicle fatalities for children in the United States. On average, 37 children die in hot cars each year. Multiple deaths have already been reported in the United States this year.

“These incidents are heartbreaking, and each and every one of them is preventable,” said Lisa Trofe, Executive Director of the Baby Safety Alliance. “Creating one small habit, practicing Stop. Look. Lock. each time you exit your vehicle, can make all the difference.”

Many incidents follow common patterns, including changes in routine, a different caregiver transporting the child, a child remaining quiet in the back seat, or older children gaining access to an unlocked vehicle and becoming trapped.

“Stop. Look. Lock.” is a simple, repeatable habit caregivers can apply each time they exit the vehicle. Each time a vehicle is exited, STOP and LOOK in the rear seat to confirm that no child, pet, or other vulnerable passenger remains inside. Then LOCK doors to prevent a child from entering and becoming trapped. This habit reinforces awareness during busy times or changes in routine. The “Stop. Look. Lock.” habit is most effective when combined with a few rules and everyday cues:

• Never leave a child unattended in a vehicle — even for a moment.

• Do not let children play in an unattended vehicle.

• Request that childcare providers call if a child does not arrive as expected.

• Always lock vehicle doors and trunks and keep keys out of children's reach.

• If a child is found alone in a vehicle, call 911 immediately and cool the child rapidly.

• If a child is missing, check the vehicle first, including the trunk.

• Use reminders that prompt a back seat check before leaving the vehicle, such as placing a purse, phone, or briefcase in the back seat.

“Today’s vehicles include more safety technology than ever before, but most cars on the road still do not have advanced rear seat detection systems,” said Joe Colella, Director of Child Passenger Safety at the Baby Safety Alliance. “Until all vehicles have those technologies, prevention depends on consistent caregiver awareness.”

Throughout the summer, the Baby Safety Alliance is sharing expert guidance, real-world scenarios, and educational resources to support families and communities. 

Families and organizations can learn more and access resources at BabySafetyUniversity.org.

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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.

Media Contact:

Kali Peterson

Baby Safety Alliance

kpeterson@babysafetyalliance.org

(321) 297-4583

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.

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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.

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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.

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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.

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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

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