Safety panel discusses standards, consumer awareness

By Gerri Hunt -- Kids Today, 7/1/2007 12:00:00 AM

Three experts in the juvenile products industry stressed the importance of safe design and communicating its merits to consumers, as they sat on a panel during the 7^th annual Kids Today conference last month.

Barry Lappin, co-owner of high-end New York City retailer Kid's Supply Co., said consumers now do a lot of research before purchasing.

"They visit other retailers and browse the Internet before they make a decision," he said.

As the manufacturer of 90% of its own furniture, Lappin said his company's issues are with application in the home, rather than safety in manufacturing.

But to combat improper installation, the retailer goes to the consumer's home, takes measurements and examines the architecture of the child's room.

While Kid's Supply Co. seldom has problems with its furniture, there are risks in the home, such as when a bed is placed next to an upper-floor window, or when a parent tries to buy a bunk bed for a 3-year-old, who is too young for it.

"The most important things are to make sure the furniture functions well, is placed properly in the room and to not sell something inappropriate for a child," said Lappin. "We spend a lot of time with the family and observe them. We get a good personality profile, and that makes an impact on what we sell them."

The research these consumers do before doling out their cash may be done through the Juvenile Products Manufacturers Association, an organization that is "all about safety education," said Mike Dwyer, executive director.

"We get tremendous traffic from consumers seeking safety information," he said. "As a result of the Internet, parents are a very educated group, and there's an emotional connection as well — buying safe products for their babies."

While these factors have put the juvenile industry under a lot of scrutiny, JPMA has responded by creating its own safety standard that is higher than federal standards. Dwyer suggested that retailers sell products on the basis of their JPMA certification.

"The key is to be a resource to your customer," he said.

Dawn Griffin, merchandising manager for manufacturer Halo Innovations, agreed.

Her company was founded with safety in mind, to prevent Sudden Infant Death Syndrome. Along with a wearable sleep blanket that alleviates the need for loose bedding — a major cause of SIDS, Halo educates consumers on safety.

During the past few years, Halo has discovered a new avenue to teach new parents about safety.

"We've had a crusade in hospitals throughout the country, to establish a standard of care in nurseries. If there is no budget for them to move to wearable blankets, many hospitals have a public relations budget, and are sending the Sleep Sack home with the parents instead of a diaper bag," she said.

"It's easy to communicate safety benefits," Griffin said. "The Internet is a great tool, and our packaging is chock-full of information. It's a brochure in itself, with tips and endorsements."

Audience member Tom Liddell, senior vice president, national sales for Powell, questioned the continuity of safety standards.

"Many manufacturers are ignoring safety standards," he said. "Is there a place a retailer can get the law, and find out what retailers are liable for?"

But there may be no cut-and-dry answer.

"I'm pretty well plugged into it, and it's confusing to me," said Dwyer. He added that a lot of information can be obtained at his group's Web site, www.jpma.org, as well as the Consumer Product Safety Commission at www.cpsc.gov. He said cribs are federally regulated, and tip tests and bunk beds have voluntary standards.

"But the CPSC is more likely to increase your level of liability if injury occurs and you didn't meet voluntary standards," he said. "We believe CPSC is moving in the direction of a certification program that creates a safe harbor, but you're better off if it's JPMA certified."

Panelists Barry Lappin, Kid's Supply Co., New York; Dawn Griffin, Halo Innovations; and Mike Dwyer, JPMA, explained the safety standards used by their companies.