Babyshop Marks 10 Years of UAE-wide ‘Child Safety First' Initiative

• More than 7,000 Children from 150 Schools Benefit from Brand’s Community Engagement Programmes

Dubai-UAE: 18 March, 2014 – Babyshop, Landmark Group’s one-stop concept store for kids of all ages, has marked the tenth year of its ‘Child Safety First’ community initiative in the UAE with a series of community engagement activities to raise awareness on safety among students, parents and schools.

Committed to raising awareness on child safety since 2005, Babyshop has been continually engaged in activities that support the cause. In 2012, the brand initiated a survey conducted by AC Nielsen that provided remarkable insights into parental concerns on child safety. Interestingly, it also revealed a conspicuous lack of awareness about the need or importance of child safety seats in cars for children below the age of 12.

The survey’s alarming findings prompted Babyshop to host roadshows that disseminated the message of child safety, both at home and while traveling. Till date, the community engagement initiative has reached out to more than 7,000 children from 150 schools across Dubai and the Northern Emirates. The school outreach further helped engage teachers in the programme.

Vinod Talreja, CEO, Babyshop, said: “In today’s urban lifestyle, the parent, school and the community are equally responsible for inculcating safe and healthy habits in children. At Babyshop, we take our role in educating our stakeholders very seriously. Our 10 year-long ‘Child Safety First’ initiative articulates our sustained efforts to reach out to the maximum number of people possible.”

Babyshop’s commitment to child safety is evident in the meticulous standards it maintains in the quality of children’s products. The brand’s comprehensive range of products for the home, car and outdoors is based on an in-depth understanding of childhood behavioural patterns, keeping in mind the precautions necessary to avert potential high-risk situations.