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Industry Giants Join Forces to Tackle Car Seat Misuse

11 September 2000

UPDATE: Industry Giants Join Forces to Tackle Car Seat Misuse; DaimlerChrysler Corp. and Toys 'R' Us Use Strategic Market Research and Promotion to Bring Child Seat Safety Message to Parents Where They Pay Attention to It

    AUBURN HILLS, Mich., Sept. 8 Two corporate powerhouses,
DaimlerChrysler Corporation and Toys "R" Us, are using the same powerful
marketing, research and promotion skills they use to sell millions of cars and
toys every year to build awareness of car seat misuse dangers.  Toys "R" Us
joins DaimlerChrysler in a promotional partnership this September with Fit for
a Kid -- the automaker's free child safety seat inspection service.
    Eight out of every ten children riding in child safety seats are not
buckled in properly.  The National Transportation Safety Board (NTSB)
estimates that more than 10 million kids a day are riding in improperly
installed child safety seats.
    To address this issue, DaimlerChrysler with the National Safety Council
conducted research to determine when parents were most likely to want a safety
seat inspection.  The leading times were at the birth of a child or when
parents purchase a new child safety seat.
    "Teaming with Toys "R" Us, one of the country's top retailers of child
safety seats, is a logical strategic step in DaimlerChrysler's effort to
protect children's lives," said James Holden, president of DaimlerChrysler
Corporation.  "To tackle car seat misuse, we must remind parents that
purchasing and using a seat is not enough.  It must be properly installed to
keep kids safe.  Our Fit for a Kid dealers are ready to help all parents and
caregivers."
    According to the National Highway Traffic Administration, child safety
seats, when used correctly are 70 percent effective in keeping children from
death or injury in a crash.
    During September, Baby Safety Month, DaimlerChrysler and Toys "R" Us will
reach more than six million people through Toys "R" Us catalogue ads, in-store
handouts and posters.
    In addition, more than two million child passenger safety tip brochures
are being distributed at Toys "R" Us locations nationwide.  All parents and
caregivers will be encouraged to have their children's seats inspected.
    To draw attention to the issue, the campaign features the Baby Safety
Month sweepstakes.  The grand-prize winner will receive a Chrysler 2001 Town &
Country LXI minivan.  Fisher-Price, one of the country's leading manufacturers
of car seats and a partner in Fit for a Kid, will provide 200 Fisher-Price
Safe Embrace convertible child safety seats as runner-up prizes.
    "Baby Safety Month is a perfect opportunity to underscore the importance
of using child safety seats correctly," said Neil Friedman, president Fisher-
Price Brands.  "We are pleased to be able to donate our Safe Embrace car seats
for this special campaign with Toys "R" Us and proud to be a partner in Fit
for a Kid."
    In January 1999, the NTSB called on automakers and others to create a
national system of permanent child safety seat fitting stations.  Working with
Fisher-Price and the National Safety Council, DaimlerChrysler is the only
automaker to meet the NTSB challenge by providing free child safety seat
inspections at permanent locations throughout the United States.  Fit for a
Kid is open to everyone, no matter what make or model vehicle you drive.
    Fisher-Price provides loaner seats to families if inspectors find recalled
or damaged seats during an inspection.  Fisher-Price also offers discount
coupons on its Safe Embrace convertible and booster seats.  The National
Safety Council oversees inspector training, record keeping and the quality
assurance program for Fit for a Kid.
    The service is available, by appointment, at more than 550
Chrysler/Jeep(R) and Dodge dealers nationwide.  To locate a dealer nearest you
and for safety tips, simply call toll free 1-877-FIT-4-A-Kid or log onto
http://www.fitforakid.org .  Inspection appointments are made directly with the
dealer.
    To generate greater awareness of the problem, DaimlerChrysler and its
dealers recently launched a multi-million dollar advertising campaign and a
promotional partnership with Arthur, the star of a best-selling book series
and the number one children's television program on PBS.  In addition, the
program recently conducted a direct mail education campaign targeted to
daycare centers, pediatricians, obstetricians and hospital birthing centers.
    Fit for a Kid is one of several DaimlerChrysler safety initiatives.  Other
safety programs include The Back is Where It's At, Stop Red Light Running, Do
the Buckle, and The Neon Drunk Driver Simulator.  DaimlerChrysler also is a
partner in the Air Bag & Seat Belt Safety Campaign.