Dorel Juvenile Group Launches New Website for Safety 1st, Cosco and Eddie Bauer Baby Brands

  Dorel Juvenile Group Launches New Website for Safety 1st, Cosco and Eddie
                              Bauer Baby Brands

Redesigned website enhances safety and product education for parents and
provides a seamless experience with social media

PR Newswire

COLUMBUS, Ind. and FOXBORO, Mass., Nov. 13, 2012

COLUMBUS, Ind. and FOXBORO, Mass., Nov. 13, 2012 /PRNewswire/ --Dorel
Juvenile Group (DJG), a division of Dorel Industries Inc. (TSX: DII.B, DII.A)
and the nation's largest juvenile products manufacturer, has launched a
redesigned website combining three of its core brands, Safety 1^st, Cosco and
Eddie Bauer Baby, to maximize the consumer experience through seamless
navigation, expanded educational information and user friendly features. All
of the new elements are designed to more easily educate parents on what
products are best for their children and how to use them safely.

"Improved surfing and user-friendly tools provide a seamless experience for
parents and caregivers looking for information," said Julie Vallese, Consumer
Safety Expert for Dorel Juvenile Group. "We are thrilled to integrate the
redesigned site into our parenting toolkit, that helps us provide a safer
world for children."

The new website launched this month and some new features include:

  oCompare Products: This feature allows consumers to compare products, such
    as infant car seats or high chairs, to help them make the best purchasing
    decision for their needs. The compare products feature is easy to use by
    dragging and dropping products into the compare box. Once several products
    are in the compare box, simply click compare for results.
  oQuick Info: The Quick Info option allows consumers to see a quick overview
    of the product without clicking to a new page. This adds to a seamless and
    quick experience on the site. Simply hover over one of the products and
    click the Quick Info button to get information.
  oWish List: Consumers can now create a "wish list" of products. These can
    be stored for a later purchase, or shared with friends and family.
  oPhotos and Video Demos: This feature allows consumers to have a full view
    and tutorial on highlighted products further aiding in the purchase
    decision. 
  oConsumer Notices: Parents and caregivers are now one click away from all
    product notices and ease of use information with a prominent button
    displayed on the home page.
  oSocial Media Component: The product pages as well as tools and advice
    pages feature sharing across social media channels. Consumers can easily
    post to Facebook, Twitter or Pinterest sharing their favorites with
    friends.

In celebration of the relaunch and enhanced social media integration, Safety
1^st will be hosting an "Ask Our Expert" online event from Tuesday, November
13, 2012 to Friday, November 16, 2012. During the "Ask Our Expert" event,
Julie Vallese, Consumer Safety Expert with Dorel Juvenile Group, will be
answering parent's questions and providing helpful advice.

To interact and ask Julie questions during the "Ask Our Expert" event, visit
Safety 1^st at Facebook.com/Safety1st and post questions throughout the day on
the Facebook wall. Each day of the week will focus on a new product category,
such as car seats, strollers, child care and home & travel safety. The
category of the day will be announced on the Safety 1^st Facebook and Twitter
pages at the beginning of each day.

To check out the new site, please visit www.Safety1st.com.

About Dorel Juvenile Group
Dorel Industries Inc. (TSX: DII.B, DII.A) is a world class juvenile products
and bicycle company. Now in its 50^th year, Dorel creates style and excitement
in equal measure to safety, quality and value. The Company's lifestyle
leadership position is pronounced in both its Juvenile and Bicycle categories
with an array of trend-setting products. Dorel's powerfully branded products
include Safety 1^st, Quinny, Cosco, Maxi-Cosi and Bébé Confort in Juvenile, as
well as Cannondale, Schwinn, GT, Mongoose, IronHorse and SUGOI in
Recreational/Leisure. Dorel's Home Furnishings segment markets a wide
assortment of both domestically produced and imported furniture products,
principally within North America. Dorel has annual sales of US$2.4 billion and
employs 5,000 people in facilities located in twenty-four countries worldwide.

SOURCE Dorel Juvenile Group

Website: http://www.Safety1st.com
Contact: Julie Vallese, +1-202-302-1546, jvallese@djgusa.com, or Jamie Kaseta,
+1-617-585-5768, jkaseta@360pr.com, both of Dorel Juvenile Group
 
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