Britax has signed a license deal with Fisher
Price to sell stripped down versions of its car seats in chain stores. While
exact offerings are not set, Britax showed prototypes of an infant seat, two
convertibles and a booster seat with Fisher Price logos. The seats will be on
the market in November.

While this is a
coup for Fisher Price (which exited the car seat biz three years ago after
declaring it unprofitable), it?s not clear what Britax gains here. The
brand built its reputation on extra safety and design features that made their
seats easier to use than others. Yet the seats we saw for Fisher Price omit many
of those features (although the booster seat is probably going to be a version
of the Star Riser). So is a stripped down Britax any different than a . . .
Cosco? Or do parents want a booster based on four year old technology, a la the
Star Riser? What?s the point? Britax risks hurting their brand image, as
we?re sure Fisher Price will trumpet the Britax connection in their
advertising for the seats. Consumers may be disappointed when they find the
Fisher Price seats are nothing like Britax?s main line. All in all, this
looks more like a grab for cash than an effort to advance child passenger
safety.

New from Britax later this year:
The ?New Yorker? from Britax looks much like a Peg Pliko and will
work with Britax?s pricey Baby Safe infant seat. No date or price set
yet.

In other news, Britax has renamed
the Husky seat the ?Regent.? It is basically the same but adds new
mesh storage pockets. Price: $240.

As
alluded to in our book, the Wizard is being replaced by the Boulevard, which has
wider head wings and is sold at BRU for
$290.

Finally, you Oklahoma Sooner fans
will be able to buy customized Britax covers with the school?s logo.
Britax plans several school logo covers?but where is the U. of Colorado
cover? We protest.



Britax has signed a license deal with Fisher
Price to sell stripped down versions of its car seats in chain stores. While
exact offerings are not set, Britax showed prototypes of an infant seat, two
convertibles and a booster seat with Fisher Price logos. The seats will be on
the market in November.

While this is a
coup for Fisher Price (which exited the car seat biz three years ago after
declaring it unprofitable), it?s not clear what Britax gains here. The
brand built its reputation on extra safety and design features that made their
seats easier to use than others. Yet the seats we saw for Fisher Price omit many
of those features (although the booster seat is probably going to be a version
of the Star Riser). So is a stripped down Britax any different than a . . .
Cosco? Or do parents want a booster based on four year old technology, a la the
Star Riser? What?s the point? Britax risks hurting their brand image, as
we?re sure Fisher Price will trumpet the Britax connection in their
advertising for the seats. Consumers may be disappointed when they find the
Fisher Price seats are nothing like Britax?s main line. All in all, this
looks more like a grab for cash than an effort to advance child passenger
safety.

New from Britax later this year:
The ?New Yorker? from Britax looks much like a Peg Pliko and will
work with Britax?s pricey Baby Safe infant seat. No date or price set
yet.

In other news, Britax has renamed
the Husky seat the ?Regent.? It is basically the same but adds new
mesh storage pockets. Price: $240.

As
alluded to in our book, the Wizard is being replaced by the Boulevard, which has
wider head wings and is sold at BRU for
$290.

Finally, you Oklahoma Sooner fans
will be able to buy customized Britax covers with the school?s logo.
Britax plans several school logo covers?but where is the U. of Colorado
cover? We protest.

Here are some
pics:

The new college Britax covers.
OU who?

The Fisher Price car seats by
Britax: note the booster is a re-branded Britax BodyGuard.

A mod-flavored cover for the
Roundabout; Britax’s new Pliko-like “New Yorker”

The new “Regent” (aka
Husky).