Award-winning baby brand Joie has announced a new partnership with The Lullaby Trust, aimed at giving parents access to expert advice around safe sleeping practices and car seat safety. 

Joie prides itself on its reputation for promoting child safety in all its products, so a collaboration with the charity seems like a natural fit, particularly with the i-Level Pro reclining baby car seatExternal link. 

“We are enormously proud to be an official partner of The Lullaby Trust,” said Melissa Cooper, Head of Marketing at Joie. “Their dedication to promoting safer sleeping for babies and supporting families strongly aligns with our own ethos of family first, and we are delighted to be able to spread that message through our collaboration on the i-Level Pro.” 

The i-Level Pro baby seat, which is suitable from birth to around 15 months, reclines to a near-flat position. This helps to keep babies in a better position during extended periods in the car seat. 

‘’We are incredibly excited to partner with Joie, whose commitment to baby safety aligns strongly with our mission to end all sudden and unexpected infant death,” said Nicole Weeks, Corporate Partnerships Manager at The Lullaby Trust. “There is so much information out there for families about car-seat safety, but not all of it is helpful or consistent. Our collaboration on the i-Level Pro gives us a powerful opportunity to share our expert baby safety advice with thousands of new and expectant parents and help families make informed choices about how to use their car seat safely.’’

The Lullaby Trust advises that while it is okay for your baby to fall asleep in a car while travelling, you should take them out as soon as you arrive and place them on a firm, flat surface, such as a cot or Moses basket, to sleep.

Sam Huff
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