Dorel, Kids With Character to Partner on Safety 1st Apparel

Kids With Character of New York will create a line of children’s apparel featuring the Safety 1st brand for Dorel Juvenile Group under a deal brokered by Synergy Licensing. The line–set to hit mass retailers in Spring ’11–will offer durable basics, layette, playwear, outerwear, sleepwear and swimwear, all featuring UV protection and sun/temperature indicators.

Dave Taylor, U.S. president and CEO of Dorel Juvenile Group, noted the apparel extension is a perfect fit for the Safety 1st brand. “Our consumers look to us for technology, value and products that enrich their lifestyles, and that is exactly what Kids With Character is delivering,” he said. Contact Kids With Character at (212) 695-6343.