Safety 1st

Today, our company which our Founder, Michael named Safety 1st, continues to sell that original “Baby on Board” sign which has since graced millions of parents’ car windows.
In the late ’80s, Michael found yet another opportunity to bring his passion for child safety into the home. At a time when products like outlet covers and drawer locks were relegated to odd corners at hardware stores and other hard to find spots, his vision transformed the juvenile products industry. He not only affected product innovation by creating new home safety solutions, more impactful packaging, and lower prices—he redefined distribution by capitalising on then emerging specialty chain retailers for baby products like Babies “R” Us.
More than twenty-five years later, we have a proven track record of putting Safety 1st with mums and dads around the globe. Along the journey, we have created a notable history of “firsts”—creating not only a comprehensive line of childproofing products, but a robust line of juvenile offerings ranging from monitors to gear. Today we are a proud part of Dorel Industries. While our ownership and the landscape of the juvenile products industry have changed over the years, our mission to provide innovative products designed to make your family safer and your life easier remains steadfast.
    • up to 44% off! Safety 1st Prime AP Convertible Booster Seat Grey

      Safety 1st Prime AP Convertible Booster Seat

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      $299.00 $167.00
      SAVE Up to $132.00 Off RRP!

      The Safety 1st Prime AP Convertible Booster Seat is a convertible booster seat which will protect your child from the age of 6 Months up to approximately 8 Years. The natural, anti-bacterial protection improves comfort and protects the health of your child!

    • 46% off! Safety 1st Apex AP Unharnessed Booster Seat

      Safety 1st Apex AP Booster Seat

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      $199.00 $107.00
      SAVE $92.00 Off RRP!

      The new Safety 1st Apex AP is an Unharnessed Booster Seat which provides exceptional protection for your child in an unharnessed booster seat from the age of approximately 4 years of age to 8 years of age. This Booster seat uses the latest version of the Safety 1st Air protect Technology.