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The newest innovation in car seat safety – the SafeMax™ All-in-One Car Seat now available at Babies“R”Us stores nationwide and online at

Evenflo SafeMax™ Car Seat Adds to the Company’s Extensive Assortment of Innovative Baby Gear; Further Solidifying its Commitment to Keeping Kids Safe

WAYNE, NJ, 2016-01-13 — /EPR Retail News/ — Babies“R”Us® and Evenflo®, both advocates in child product safety, have come together to announce the newest innovation in car seat safety – the SafeMax™ All-in-One Car Seat, now available at Babies“R”Us stores nationwide and online at Designed and tested for structural integrity at energy levels approximately twice the federal crash test standard, the SafeMax™ All-in-One is the first car seat that has been dynamically rollover tested. The SafeMax™ All-in-One Car Seat is appropriate for infants and children from 5 to 120 lbs or up to 57 inches in height, in three use modes – rear facing, forward facing and booster mode.

CLICK TO TWEET: @Babiesrus partners with @Evenflo to launch the FIRST rollover tested car seat in the U.S.

“As experts in the baby product business, our mission is to make it easier for shoppers to make the best possible choices as they care for their children,” said Reg McLay, Senior Vice President, Babies“R”Us, Toys“R”Us, U.S. “We are excited to partner with Evenflo, a company that is at the forefront of baby gear safety, innovation and education, to exclusively offer our customers the new SafeMax car seat, giving parents added peace-of-mind when traveling with their precious cargo.”

“All Evenflo car seats are subjected to testing well beyond federal standards, as well as Evenflo’s Side Impact Test. And now, we are proud to once again lead the industry with the development of a dynamic rollover test,” said Ed Sofia, Vice President of Marketing, Evenflo. “We are thrilled to bring the SafeMax All-in-One Car Seat to market with Babies“R”Us, a retailer who shares our steadfast commitment to child safety.”

In addition to rollover testing, the SafeMax™ All-in-One Car Seat features an integrated steel frame to provide strength in absorbing crash forces and harness webbing to help limit head excursion and prevent ejection, as well as the following securities:

SafeZone™ Headrest: A combination of premium materials designed to absorb and dissipate crash forces, providing advanced protection where children need it most.

e3 Side Impact™ Protection: Significantly reduces side impact crash forces up to 50% through an expanded zone of protection and three layers of superior protection.

OUTLAST® Performance Fabric: This fabric balances a child’s body temperature for a safer, more peaceful ride.

ParentLink® PREMIER Service: Provides owners access to expert customer service advice, including live video installation service with a certified car seat technician.

For more information on the Evenflo SafeMax™ All-in-One Car Seat, visit

Finding the Perfect Gear to Ensure Happy Travels
Shoppers looking for expert advice in choosing a car seat for their little one need look no further than, an interactive online resource for on-the-go baby gear. First-time parents and seasoned families alike can search for items via easy-to-use filters, as well as find helpful guidance including tips and reviews, registry checklists and educational content when shopping for car seats, travel systems and strollers. Additionally, expectant parents are encouraged to visit their local Babies“R”Us store to speak with knowledgeable employees who can provide assistance in finding the right gear for any child or lifestyle, as well as offer general registry consultation.

For more resources to help keep children safe, parents and caregivers can visit, the company’s dedicated safety website featuring information on industry-leading standards for products sold through “R”Us stores and websites, seasonal tips for preventing accidental injury and product recall information.

FOR MEDIA: Images, Broll, Safety Expert Soundbites and Video Collateral can be found here:

About Toys“R”Us, Inc.
Toys“R”Us, Inc. is the world’s leading dedicated toy and baby products retailer, offering a differentiated shopping experience through its family of brands. Merchandise is sold in 863 Toys“R”Us and Babies“R”Us stores in the United States, Puerto Rico and Guam, and in more than 755 international stores and more than 250 licensed stores in 38 countries and jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz brand and sells extraordinary toys at With its strong portfolio of e-commerce sites including and, it provides shoppers with a broad online selection of distinctive toy and baby products. Headquartered in Wayne, NJ, Toys“R”Us, Inc. has an annual workforce of approximately 66,000 employees worldwide. The company is committed to serving its communities as a caring and reputable neighbor through programs dedicated to keeping kids safe and helping them in times of need. Additional information about Toys“R”Us, Inc. can be found on Follow Toys“R”Us and Babies“R”Us on Facebook at and and on Twitter at and

About Evenflo
For nearly a century, Evenflo Company, Inc. has been a worldwide leader in the development of innovative infant equipment. Today, Evenflo’s product offerings include car seats, travel systems, safety gates, high chairs, play yards, stationary activity centers, infant carriers and doorway jumpers. Evenflo strives to make protecting and nurturing children simple and supported so that every family will have greater enjoyment raising children. As a top supplier to key retailers, the Evenflo brand name maintains 96% awareness with consumers.

Evenflo Company, Inc. is a wholly-owned subsidiary of Goodbaby International Holdings Limited. Goodbaby International is a durable juvenile products company that is listed on the Main Board of the Hong Kong Stock Exchange (1086:HK). The Group designs, researches and develops, manufactures, markets and sells strollers, children’s car seats, cribs, bicycles and tricycles and other durable juvenile products.

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Press Contacts:
Toys“R”Us, U.S.
Jessica Offerjost

Christina Thesing
Evenflo Company, Inc.

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