Sweet Dreams...Safe Sleep For Babies - CPSC, Industry & Safety Groups Mark Baby Safety Month With Safe Sleep Campaign

NEWS from CPSC

U.S. Consumer Product Safety Commission

Office of Information and Public Affairs

Washington, DC 20207

FOR IMMEDIATE RELEASE
September 5, 2002
Release # 02-245

CPSC Consumer Hotline: (800) 638-2772
CPSC Media Contact: Elaine Tyrrell, (301) 504-6815
JPMA Media Contact: Jennifer Szwalek (856) 638-0420
Babies "R" Us Media Contacts: Rebecca Caruso or Tomii Crump: 201-599-8090

Sweet Dreams...Safe Sleep For Babies

CPSC, Industry & Safety Groups Mark Baby Safety Month With Safe Sleep Campaign

WASHINGTON, D.C. - September is Baby Safety Month. The Consumer Product Safety Commission (CPSC), the Juvenile Products Manufacturers Association, Inc. (JPMA), Babies "R" Us (BRU), the SIDS Alliance and other child safety organizations are marking Baby Safety Month with the launch of an information campaign to help babies sleep safely. The partnership among government, industry and advocacy groups was announced at a news conference Thursday at the National Press Club in Washington, D.C. The theme of the campaign is "Sweet Dreams...Safe Sleep for Babies."

"We usually assume that our babies are safe when they are asleep," noted Elaine Tyrrell, CPSC's Director of Outreach. "But even the most cautious parents may not be aware of the hidden hazards of placing babies on adult beds or may not know how important it is to put infants to sleep on their backs. We've formed this remarkable partnership to spread the word and save lives."

As part of the campaign, CPSC is providing safety tips (Spanish version) for parents and caregivers to use in creating safe sleep environments for babies. The tips include: "Babies placed on adult beds risk suffocation from several hidden hazards, such as entrapment between the bed and wall;" "Always place your baby to sleep on his or her back to reduce the risk of SIDS;" and "To reduce the risk of suffocation, remove all soft bedding, such as pillows, thick quilts and comforters, before placing your baby to sleep."

JPMA is sending 4000 colorful information packets to retailers nationwide, instructing them on how to participate in the campaign. JPMA is also sending to retailers 8000 posters that list the safety tips. In addition, JPMA has produced a smaller version (pdf) (also, Spanish pdf smaller version) of the poster to serve as a packaging insert for manufacturers and retailers. Some retailers are holding safety seminars for consumers.

"JPMA has always promoted Baby Safety Month and supports CPSC's efforts to educate parents and caregivers about safe sleep practices," said Jennifer Szwalek, Vice President, Communications, at the Association. "Babies are our most precious resource and parents deserve helpful information to assist them."

Babies "R" Us has printed nearly 1 million pamphlets containing the tips and will hand them out to consumers at its 173 stores nationwide. Many of the stores are conducting seminars about "Safe Sleep" with the help of CPSC field staff and SIDS Alliance affiliates. Consumers may download the Babies "R" Us pamphlet (pdf) (also, Spanish pdf pamphlet) and the JPMA insert (pdf) (also, Spanish pdf insert) in both English and Spanish from www.cpsc.gov.

"There is nothing more important than a baby's health and safety," said Tom DeLuca, Vice President, Product Development Safety Assurance, Toys "R" Us, Inc. "At Babies "R" Us, we see expectant parents and new parents all the time. Offering information on safe sleep is only one way Babies "R" Us and www.Babiesrus.com can assist parents during this very important time in their lives."

Babies "R" Us is also delivering 200,000 pamphlets to childbirth educators nationwide through the American Baby Group, publishers of American Baby magazine. www.Babiesrus.com will provide safety resources free on line.

The SIDS Alliance is supporting the campaign and is working with all of the partners to inform consumers about the safe sleep tips.

"The SIDS Alliance applauds the Sweet Dreams...Safe Sleep for Babies campaign and its partner organizations, CPSC, JPMA and BRU, for their efforts to save precious lives," said Laura Reno, Director of Marketing and Public Relations, National SIDS Alliance. "The SIDS Alliance remains dedicated to educating parents and caregivers about the importance of a safe sleep environment for babies, and will utilize our nationwide network of families, health professionals and volunteers in over 50 affiliate chapters to deliver these life-saving messages."

The National SAFE KIDS Campaign, the Danny Foundation, Kids in Danger and CPSC will also distribute the Babies "R" Us pamphlets. This effort represents Phase II of the CPSC's drive to alert consumers to the hidden hazards of placing babies on adult beds. Phase I was the release, on May 3, 2002, of CPSC data on these hazards. The CPSC has reports of more than 100 deaths of children under age 2, most from suffocation, associated with features of adult beds. These deaths occurred from January 1, 1999 to December 31, 2001 and involved an entrapment, a fall, or a situation in which bedding or the position of the child was related to the death. Nearly all of the children, 98%, were babies under 1 year old.

Sweet Dreams...Safe Sleep for Babies Safety Tips include:

Always place your baby to sleep on his or her back to reduce the risk of SIDS.
Wherever your baby sleeps should be as safe as possible. Babies placed on adult beds risk suffocation from several hidden hazards such as:
- Entrapment between the bed and wall.
- Entrapment involving the bed frame, headboard or footboard.
- Falls from adult beds onto piles of clothing, plastic bags, or other soft materials resulting in suffocation.
- Suffocation in soft bedding (such as pillows, thick quilts and comforters).
To reduce the risk of suffocation, remove all soft bedding such as pillows, thick quilts, comforters, sheepskins and other pillow-like soft products before placing your baby to sleep.
When using a crib, make sure it meets current safety standards, has a firm, tight-fitting mattress and tight-fitting bottom sheet.
When using a portable crib or play yard, be sure to use only the mattress or pad provided by the manufacturer.

JPMA Retailers (partial list) Participating in Baby Safety Month

Baby-Coop Club Minnetonka, MN baby-coop.com	Suite Dreams Clive, IA 515-223-2337
Running Stroller Company Safety Harbor, FL www.arunningstroller.com	Once Upon a Time, LLC Birmingham, AL
The Tangerine Turtle Searcy, AR Dprior@ipa.net	Closic's Baby & Teen Furniture Wilmington, DE 302-656-2299
Gumpy's Farm Inman, SC Gumpysfarm@aol.com	Cradle and All Inc. Highlands Ranch, CO
Safebabies, Inc. Irvine, CA Safebabies@cox.net	Once Upon a Child College Station, TX
Baby & Toy Superstore, Inc. Stamford, CT Sberger@babyandtoy.com	Quality Home Furnishings Key West, FL
Storkland Pensacola, FL Storkland@aol.com	BabyShowerGamesAtoZ.com (online retailer) www.BabyShowerGamesAtoZ.com
Zona Escolar San Juan, PR Campobe@attglobal.net	Lauren Hawthorne Alexandria, LA
Kiddie ID San Marcos, TX www.kiddieid.com	Babies R Us 173 locations nationwide www.babiesrus.com
The Baby’s Room Lincoln, NE Thebabysroom@mac.com	New Baby Products Atlanta, GA Newbabylinda@mindspring.com
Clothing & Furniture Kokomo, IN Hallsbabies@aol.com	Baby N’ Kids Bedrooms Novi, MI Bnknovi@earthlink.net
Sharon Mullen, Inventive Parent (online retailer) www.InventiveParent.com