Safety 1st
Safety 1st is a trusted child safety and baby gear brand founded in the USA in 1984, known for innovative, easy‑to‑use products that help parents protect and support their children through every early milestone.
Trusted protection and comfort for every first with Safety 1st at Rustan's
Safety 1st began in 1984 with a simple goal: help parents keep their children safe. The brand’s first product — the iconic “Baby on Board” sign — quickly became a symbol of child care and parental confidence. Founded by Michael Lerner in the United States, Safety 1st expanded beyond signage into a full range of child safety solutions and baby gear, including childproofing essentials, strollers, car seats, high chairs, monitors, and more.
For over three decades, Safety 1st has focused on designing smart, reliable, and practical products that grow with families. From newborn care and hygiene essentials to travel systems and home safety gear, each product reflects the brand’s commitment to thoughtful innovation and everyday ease for parents and caregivers. Now part of the Dorel Juvenile Group, Safety 1st products are sold globally and continue to help families navigate life’s many firsts with confidence, comfort, and peace of mind.
Whether it's a baby's first steps, first ride home, or first playtime, Safety 1st equips parents with durable, intuitive solutions designed to make every milestone safer and more joyful.
Corporate gifting solutions
Our Corporate Sales team is dedicated to providing personalized gifting solutions. Contact us for assistance.
Email: corpsales@rustans.com