TOMY Revolutionizes Car Seat Safety With The First Smartphone-Synched Convertible Car Seat

    TOMY Revolutionizes Car Seat Safety With The First Smartphone-Synched
                             Convertible Car Seat

The First Years® True Fit IAlert Car Seat Monitors Key Safety Areas: Child Out
of Seat, Unattended Child, Installation Angle and Temperature Check

Now Available Exclusively on

PR Newswire

OAK BROOK, Ill., July 18, 2013

OAK BROOK, Ill., July 18, 2013 /PRNewswire/ -- A new car seat from TOMY
International that will revolutionize the way parents and caregivers think
about automobile safety for babies and toddlers is now available for consumers
to purchase. TOMY's The First Years brand is producing the first
mobile-synched car seat, featuring an integrated innovative monitoring system
designed to alert parents of unsafe and potentially life-threatening
situations. The First Years True Fit IAlert Convertible Car Seat (for use from
5 to 65 lbs.) monitors a child in the car seat and notifies parents or
caregivers with an alert via their Smartphones if:

  oA child moves out of the car seat while the vehicle is in motion
  oA child is left in the car seat when the vehicle is not in motion

Additionally, the IAlert Smartphone App:

  oAssists in achieving the recommended angle orientation for rear-facing
  oReminds caregivers to buckle up their child
  oDisplays the temperature in the back seat of the car

Each year, thousands of infants and children are killed or injured in motor
vehicles, many of those fatalities as a result of an improperly installed car
seat or a child who is improperly restrained while the vehicle is in motion.
In addition, heatstroke is the leading cause of non-crash, vehicle related
deaths for children, with 33 fatalities in 2012 and many other illnesses
occurring after children were unintentionally left in cars, according to Unfortunately, until now, parents and caregivers have only
been aware of these life-threatening situations after a close call or tragedy
has occurred.

"At TOMY, our mission is to help parents and caregivers keep kids safe by
making innovative high quality products that are easy to use and install. To
that end, the new The First Years True Fit IAlert Convertible Car Seat has
built-in features and functions that take some of the guesswork out of using
infant gear properly," says Greg Kilrea, President and Chief Executive Officer
of TOMY International. "The advanced Smartphone-synched technology integrated
into The First Years True Fit IAlert Convertible Car Seat helps provide
parents with additional peace of mind, which is central to our Company
mission. It is critically important to TOMY that we take a leadership position
in advancing the overall safety of children in motor vehicles."

"All new parents need to learn how to keep their child safe in and around
vehicles. believes the solution to preventing tragedies is
education along with technology in case the driver's memory fails," says
Janette Fennell, President and Founder of "When parents
follow our simple 'Look Before You Lock' program safety tips such as never
leaving their child alone in the car and always opening the back door once
they arrive at their destination, they are taking life-saving steps to protect
their children."

The IAlert Convertible Car Seat application, produced in partnership with St.
Louis, Mo.-based CARS-N-KIDS LLC, is compatible with iPhone and Android
devices, and is currently available to consumers. Once the app has been
installed and synched, the app provides an audio and a visual alert on the
user's Smartphone when a monitored issue occurs, so that parents or caregivers
can pull over to a safe location and check the situation. The system can also
be configured to send a text message to other family members or caregivers in
the event of an unsafe situation. The First Years True Fit IAlert Convertible
Car Seat, which retails for $349.99, is now available exclusively on

The First Years True Fit IAlert Convertible Car Seat – Description &
The First Years True Fit IAlert Convertible Car Seat is a revolutionary new
car seat with an integrated monitoring system designed to alert parents of
potentially life-threatening situations. Working in partnership with
CARS-N-KIDS LLC out of St. Louis Mo., this patented technology, when
integrated into the True Fit Convertible Car Seat, assists parents or
caregivers via their Smartphones with the recommended angle orientation when
installing in the rear facing position. In addition, it alerts them if their
child moves out of their seat while the vehicle is in motion, if their child
is left unattended in the car when the car is not in motion and constantly
displays the ambient temperature in the back seat of the car, The First Years
True Fit IAlert Convertible Car Seat is side-impact tested to international
standards and offers all the standard features of the True Fit line, including
the Rebound Energy Management system for rear-facing installation. Managing
rebound energy helps reduce the chance for broken bones in the legs, hips and
waist that can be significant in a violent crash. The True Fit IAlert
Convertible Car Seat also features a new head rest designed to help manage
head control, a no-rethread, easy-adjust harness, built in lock offs, color
coded belt paths, LATCH, center angle indicator, cup holder and easy-off pads
for convenient cleaning. For use rear-facing 5 to 35 lbs.; forward-facing
23-65 lbs. MSRP: $349.99, available now exclusively on

About TOMY International
TOMY International ( is a leading global designer, producer and
marketer of a broad range of innovative, high-quality toys sold to
preschoolers, youths and adults under the TOMY®, Ertl®, Johnny Lightning® and
Tomica® brands as well as products for mothers, infants and toddlers marketed
under its The First Years®, Lamaze, JJ Cole® Collections and Boon® brands.
TOMY International also markets its products under popular and classic
licensed properties such as Chuggington, Pokemon, Dinosaur Train, John Deere,
Disney's Winnie the Pooh, Princesses, Cars, Fairies and Toy Story, and other
well-known properties. TOMY International's mission is to inspire and fulfill
the dreams of children and parents worldwide. TOMY International reaches its
target consumers through multiple channels of distribution supporting more
than 25,000 retail outlets throughout North and South America, Europe and
Australia. TOMY International is a wholly owned subsidiary of Japan-based TOMY
Company, Ltd. (Tokyo Stock Exchange Code No. 7867). © TOMY

SOURCE TOMY International

Contact: Matt Miller, Salmon Borre Group, 847.582.1610,,
Twitter: @TOMYNewsUS
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