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We believe all parents should be able to live family life without limits. And we believe freedom starts with being safe. That’s why everything we do is built around our three Safety Principles.

They push us to constantly identify and overcome barriers to family freedom. They drive us to always seek higher standards and smarter solutions. They act as a constant reminder of why we do what we do.


Safer. Simpler. For every child.

Safer means always striving to set new standards, not just meeting existing ones – through continual research, innovation and investment to make a positive difference. Safer is our commitment to families all over the world.

Simpler means understanding what counts, taking on complexity and designing every product for the reality of hectic family life. Simpler is our mission to give parents the confidence to live life to the full.

For every child means a range driven by the diverse lifestyles, broad ages and changing needs of today’s families – not driven by the bottom line. For every child is the thing we strive for – safety that crosses boundaries and is accessible to all.