Britax to dumb down car seat line for Fisher Price, debuts 4th stroller



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).

Posted: Wed - July 6, 2005 at 02:58 PM          

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