JSP Safety
- +44 (0) 1993 824000
- 24 May 2026
Safety First
Description
Safety 1st is an American baby and child safety products brand founded in 1984 by Michael Lerner, inspired by a fearful car journey with his 18-month-old nephew that led to the creation of the now-iconic Baby on Board road sign. Acquired by Dorel Industries for 140 million dollars in 2000 and now part of Dorel Juvenile Group, Safety 1st offers car seats, strollers, travel systems, high chairs, play yards, babyproofing and health essentials across almost 100 countries. The US site features extensive Disney licensed car seats, strollers, and home gear alongside flagship lines including Grow and Go, Turn and Go 360, and onBoard ranges.
Website
Minimum Order Value
£150
Platform
Amazon FBA and eBay
Amazon Approved
Yes
eBay Approved
Yes
Recommended Marketplace
All Marketplaces
Parent Company
Dorel Juvenile
Trade Account URL
Headquarters
Dorel Industries / Dorel Juvenile1255 Greene Avenue, Suite 300Westmount, Quebec, H3Z 2A4, Canada
Wholesale Program
Open
Authentic Distributors
1. Safety 1st Find a Retailer ✅ (safety1st.com/pages/find-a-retailer — confirmed official US retailer locator)
2. Dorel Juvenile Direct ✅ (doreljuvenile.com — confirmed parent company corporate site)
3. Safety 1st Affiliates ✅ (safety1st.com/pages/affiliate — confirmed affiliate/partnership programme)
2. Dorel Juvenile Direct ✅ (doreljuvenile.com — confirmed parent company corporate site)
3. Safety 1st Affiliates ✅ (safety1st.com/pages/affiliate — confirmed affiliate/partnership programme)
Professional Notes for FBA Sellers
⚠️ IMPORTANT RECALL AWARENESS — April 2025
voluntary recall of 180,000 Grow and Go
Sprint All-in-One car seats (model CC321)
due to choking hazard — replacement kits
mailed July 2025. Always verify current
CPSC safety notice status for any
Safety 1st car seat SKUs before listing
on Amazon — car seat recalls can result
in ASIN suspension
✅ Disney licensing gives exceptionally strong
IP-driven search visibility — same appeal
pattern as Colgate's Harry Potter range
and Haliborange's Disney ranges researched
earlier in this project
✅ Always request authorization letter LOA
and confirm invoices show your registered
business name for Amazon compliance
✅ Car seats have specific Amazon listing
requirements — verify category approval
for juvenile car seats before pursuing
this product category, as Amazon has
additional safety and compliance standards
✅ Sister brand Maxi-Cosi (also Dorel
Juvenile) is the premium-positioned
European car seat brand — worth
considering for future research if
expanding directory further
✅ Community Heroes programme suggests
active community marketing — useful
context for understanding brand values
and consumer positioning
voluntary recall of 180,000 Grow and Go
Sprint All-in-One car seats (model CC321)
due to choking hazard — replacement kits
mailed July 2025. Always verify current
CPSC safety notice status for any
Safety 1st car seat SKUs before listing
on Amazon — car seat recalls can result
in ASIN suspension
✅ Disney licensing gives exceptionally strong
IP-driven search visibility — same appeal
pattern as Colgate's Harry Potter range
and Haliborange's Disney ranges researched
earlier in this project
✅ Always request authorization letter LOA
and confirm invoices show your registered
business name for Amazon compliance
✅ Car seats have specific Amazon listing
requirements — verify category approval
for juvenile car seats before pursuing
this product category, as Amazon has
additional safety and compliance standards
✅ Sister brand Maxi-Cosi (also Dorel
Juvenile) is the premium-positioned
European car seat brand — worth
considering for future research if
expanding directory further
✅ Community Heroes programme suggests
active community marketing — useful
context for understanding brand values
and consumer positioning
MAP Policy
yes
Location
Address
Dorel Juvenile UK2nd Floor, Building 4, Imperial Place Maxwell Road, Borehamwood, Hertfordshire, WD6 1JN, United Kingdom
Features
American baby and child safety brand founded 1984 by Michael Lerner with iconic Baby on Board sign | Car seats strollers high chairs play yards babyproofing and health essentials range | Consistent Amazon USA bestseller sold across almost 100 countries worldwide | Dorel Juvenile Group owned since 2000 acquisition, Canadian Dorel Industries parent company | Extensive Disney licensing including Disney Car Seats Disney Strollers and Disney Home Gear | Community Heroes 25 percent discount programme for healthcare workers military and first responders.
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