Britax discontinues booster cushions
Britax discontinues their Horizon Booster Cushion
Britax is always striving to offer maximum protection for children as they develop, and with recent research revealing that 1 out of 4 car accidents are side collisions1, which account for 20% of all child car crash fatalities2, it has decided to discontinue its booster cushion - the Britax HORIZON – in August. Whilst booster cushions are better than no child car seat, they offer no side impact protection.
Britax offers the UK market a choice of four award winning high-backed boosters including the ADVENTURE, KID, KID plus and KIDFIX. Whilst UK safety standards currently do not test for side impact, all four of these seats have been designed to keep the child as safe as possible, featuring specially designed head and neck protectors and energy absorbing material to offer optimal head protection and body containment for older children.
Which? – the independent, product testing consumer magazine - takes the same view as Britax on side impact protection, and recently issued a statement calling for backless booster seats to be phased out. Richard Headland, Which? Car Editor comments, "Which? welcomes Britax's decision to stop selling its booster cushions, and is calling on other manufacturers to do the same. While backless booster seats are better than nothing, they simply don't provide enough protection."
To coincide with the discontinuation of the booster cushion, Britax is launching an integrated PR and marketing campaign, designed to educate parents about the importance of side impact protection for older children. The campaign includes consumer advertising, an educational video, a series of radio interviews with Britax’s in-house car safety expert and a national news story which looks into parent’s limited awareness of car seat legislations. There will also be a social media element to the campaign consisting of an informative Facebook group called Baby On Board: Keeping our children safe, and an interactive and educational online quiz.
Britax and their retail partners will also be offering price promotions on the ADVENTURE, KID, KID plus and KIDFIX lines to help parents trade up to a high back booster, offering them superior side impact protection.
For further information on the Britax high back booster range and price promotions speak to your local area sales representative or call 01264 386034.
1 Loughborough University, 21st International Tech Conference on the Enhanced Safety of Vehicles, 2009 Stuttgart
2 2005 BRITAX Study
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