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FISHER-PRICE ANNOUNCES "FAMILY ALERT" PROGRAM TO SAFEGUARD CHILDREN

 FISHER-PRICE ANNOUNCES "FAMILY ALERT" PROGRAM
 TO SAFEGUARD CHILDREN
 NEW YORK, Aug. 11 /PRNewswire/ -- The following was released to women's magazine editors in New York City on July 28, 1992:
 Fisher-Price, Inc. one of the world's leading marketers of children's products, announced today (July 28, 1992) the establishment of the Fisher-Price Family Alert Program, an educational program developed to raise awareness of potential safety risks to young children. The program is targeted at parents, caregivers, pediatricians and early childhood professionals. It is based on the company's experience with the original Little People line of products.
 The Family Alert Program will communicate a variety of safety messages beginning with information on how to prevent choking. Accidental choking is the fourth leading cause of death in young children, especially those under the age of three. The program will remind parents, grandparents, babysitters and others to prevent children under the age of two, or older children who still put objects in their mouths, from playing with the original Little People figures or other small objects because of the potential for choking, serious injury or death. The following stages of the program will include public education efforts in the areas of home safety and travel safety.
 Each phase will involve development of educational materials, such as brochures, posters, a publicity effort with a qualified pediatrician spokesperson, an "800" telephone number to handle information requests, and a print advertising campaign in baby and parenting magazines. Where appropriate, the program materials will be printed in other languages and countries. Advice about the need to be responsive to warning labels and the realities of the play environment will be included in all materials.
 Ronald J. Jackson, chairman and CEO of Fisher-Price, said the program has been developed for two reasons. "The first," he said, "is to raise parents' awareness of potential safety risks to young children.
 "The second reason is that Fisher-Price has a long standing commitment to consumers to make the highest quality products available and to specify minimum ages in relation to important developmental and safety issues. The company is committed to using its best efforts to instruct parents in the proper use of its products."
 Jackson said the company decided to take this initiative to further penetrate the consciousness of parents with essential information about the proper and safe use of its products.
 Media information for the first phase of the program on preventing choking injuries has already been developed and will begin to appear in parents' magazines this fall. Posters for clinics and pediatricians' offices will be distributed. Consumers can call a toll-free number, 1-800-635-2440, or write to The Fisher-Price Family Alert Program, P.O. Box 7, East Aurora, NY 14052, to receive additional information about Little People or to receive a booklet about ways to reduce choking risks in their child's environment.
 Development of the program's next phases, dealing with home safety and car seat safety, is underway.
 -0- 8/11/92
 /CONTACT: Carol Blackley of Fisher-Price, 716-687-3423; or Janet Bartucci of M. Booth & Associates, 212-481-7000; for Fisher-Price/ CO: Fisher-Price ST: New York IN: HOU SU: PDT


KK -- CLFNS1 -- 8781 08/11/92 07:32 EDT
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Publication:PR Newswire
Date:Aug 11, 1992
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