News

Dorel Juvenile Group, Inc. ("DJG USA"), a division of Dorel Industries (TSX: DII.B, DII.A) and the nation's largest juvenile products manufacturer, has named Synergy Licensing, LLC, a New York-based firm specializing in licensing brand opportunities, as its new licensing agency of record.

The relationship will expand Dorel Juvenile Group's brand portfolio by applying licensing opportunities to appropriate product offerings in the marketplace in addition to the juvenile sector. Synergy will work to license related trademarks Baby on Board® and Nature Next™, which fall under the Safety 1st® brand umbrella, as well as Cosco®, a brand synonymous with exceptional quality at a great value. The whimsy of the Baby on Board icon and the timeliness of Nature Next eco-conscious product lines lend themselves to more niche approaches to product extensions, while Safety 1st and Cosco licensed-products will reinforce brand equity within the industry. The strength of Dorel Juvenile Group's brands combined with Synergy's deep experience in family-oriented brands make for a natural fit.

"DJG USA is thrilled to join forces with Synergy on such an exciting venture to expand our Safety 1st and Cosco brand names, both leaders in the juvenile industry," said Vinnie D'Alleva, EVP Business Development at Dorel Juvenile Group, Inc. "Our approach to the Dorel Juvenile Group licensing program is to keep the brands pure, focusing on creating product that is emotionally relevant and contemporary within the brand family. Synergy's passion and true understanding of Dorel Juvenile Group's brands and related trademarks was clearly evident during the review process and we are confident their passion for DJG's brands will translate proficiently to other product offerings."

"Collaborating with Dorel Juvenile Group is an exciting opportunity for our agency," said Karen Diamond, principal of Synergy Licensing. "More than ever, we recognize our clients' need to stand apart from their competition and we are equipped with the industry experience, knowledge and drive to set Safety 1st and Cosco apart from the rest." Randi Goodman, principal of Synergy Licensing, adds, "Retailers are looking for meaningful brand extensions to broaden assortments, and we plan to maximize those opportunities and relationships with the powerful brands Dorel Juvenile Group has to offer."

Dorel Industries Inc. (TSX: DII.B, DII.A) is a world class juvenile products and bicycle company. Established in 1962, Dorel creates style and excitement in equal measure to safety, quality and value. The Company's lifestyle leadership position is pronounced in both its Juvenile and Bicycle categories with an array of trend-setting products. Dorel's powerfully branded products include Safety 1st, Quinny, Cosco, Maxi-Cosi and Bebe Confort in Juvenile, as well as Cannondale, Schwinn, GT, Mongoose and SUGOI in Recreational/Leisure. Dorel's Home Furnishings segment markets a wide assortment of furniture products, both domestically produced and imported. Dorel is a US$2.2 billion company with 4700 employees, facilities in eighteen countries, and sales worldwide.

Synergy Licensing, LLC is a full service licensing agency with offices in New York City and New Jersey. With over 40 years of licensing, branding, retail and product development experience, Synergy offers clients a proven track record of building entertainment, character, corporate, fashion, celebrity and sports brands into widely successful merchandise and retail franchises. Synergy Licensing draws upon a hybrid mix of large and boutique agency approaches, offering the experience and expertise of larger established agencies, combined with the creativity and senior-level client support that is the trademark of smaller firms.