JPMA is now the Baby Safety Alliance

June 24, 2025

Organization will continue to champion safer products for babies and peace of mind for parents

MT. LAUREL, N.J., JUNE 24, 2025 – The Juvenile Products Manufacturers Association (JPMA) is proud to announce that it is now the Baby Safety Alliance.


“For more than 60 years, JPMA has worked to advance the safety of products used to care for babies and young children. Now, we’re moving our mission of baby safety to the forefront by bringing it into our organization’s name,” said Lisa Trofe, who serves as the executive director of the Baby Safety Alliance. “While JPMA has long been inclusive of members and partners beyond manufacturers, we also believe ‘Alliance’ better describes our collaborative efforts across manufacturers, retailers, parents, partners, and more to advance baby safety. We are thrilled about our new chapter and invite all those who are passionate about advancing baby safety to join us.”


Members of the Baby Safety Alliance represent 95 percent of the prenatal to preschool products sold in North America, making the Alliance the trusted voice of safety and quality for baby and children’s products.


“At the Baby Safety Alliance, we advance baby safety with efforts across four strategic pillars: advocacy, product safety, education, and philanthropy,” said Trofe.


The Alliance’s advocacy work includes legislative and regulatory involvement to ensure products are safe, accessible, and affordable. A prime example of this is the organization’s recent work lobbying for tariff exemptions to keep products that are critical for the care of babies and young children accessible and affordable for American families.


The organization also facilitates the Baby Safety Alliance Verification Program. This program–formerly JPMA’s Certification Program–tests more than 3,200 products across 30+ categories to ensure products meet the highest standards for safety, performance, and functionality.


“When you see a seal indicating that a product has been Verified by the Baby Safety Alliance, you can rest assured that the product has been tested to meet the highest federal, state, and voluntary safety standards set for its product category,” said Trofe. “Products Verified by the Baby Safety Alliance are tested annually to the most recent standards for even more assurance. These products can be trusted to help care for the precious little ones in your life.”


The Alliance’s education initiatives include providing free expert-approved baby safety guidance to parents and caregivers through Baby Safety University. The Baby Safety Alliance helps expecting and new parents choose and use baby and children’s products while keeping safety top of mind. Safety tips for sleeping, transporting, feeding, playing, bathing, diapering, monitoring, protecting, and more can be found on Baby Safety University


The Baby Safety Alliance also focuses on philanthropy through the Baby Safety Foundation, a 501(c)(3) charity. Founded in 2021 as JPMA Cares, the Baby Safety Foundation aims to create better outcomes for infants and toddlers by reducing preventable injuries and deaths and providing families in need with donations of time, talent, and product.


“This is an exciting time for the Baby Safety Alliance. Our name and brand have changed to put the focus on what truly matters to us—baby safety. We are evolving and growing, while staying rooted in our mission to champion safer products for babies and peace of mind for parents,” said Trofe.


For more information, visit BabySafetyAlliance.org or follow us on social media at Baby Safety Alliance. 


About the Baby Safety Alliance

The Baby Safety Alliance is the voice of safety and quality for baby and children's products. We advance baby safety with efforts across four strategic pillars: advocacy, product safety, education, and philanthropy. The Alliance’s advocacy work includes legislative and regulatory involvement to ensure products are safe, accessible, and affordable. Our product safety efforts include the facilitation of the Baby Safety Alliance Verification Program. Products Verified by the Baby Safety Alliance can be trusted because they have been tested to the highest standards for safety, performance, and functionality. The Alliance’s education initiatives include providing free expert-approved baby safety guidance to parents and caregivers through Baby Safety University. Our philanthropic work is accomplished through the Baby Safety Foundation, a 501(c)(3) charity. Established in 1962 as the Juvenile Products Manufacturers Association (JPMA), we have spent more than 60 years advancing the safety of products used to care for babies and young children. Now as the Baby Safety Alliance, we continue to champion safer products for babies and peace of mind for parents.


Media Contact:
Michelle Hayes

Baby Safety Alliance

mhayes@babysafetyalliance.org

(850) 865-7622

September 10, 2025
MT. LAUREL, N.J., September 7, 2025 – The Baby Safety Alliance (formerly JPMA), in partnership with the Baby Safety Foundation (formerly JPMA Cares), has been recognized as a Power of Associations Silver Award recipient by the American Society of Association Executives (ASAE) for successful Safe Sleep Campaign. The American Academy of Pediatrics (AAP) reports approximately 3,500 babies die each year in the U.S. from sleep-related causes, with underserved communities impacted disproportionately. In many cases, these deaths are preventable, which is why educating parents on safe sleep practices has long been a priority for the Alliance. As the voice of safety and quality in the baby and children’s products industry, the Baby Safety Alliance developed the Safe Sleep Campaign alongside mission-driven stakeholders and dedicated members to amplify life-saving sleep guidance among diverse communities and make a meaningful difference for these families. The Campaign reached millions of caregivers through digital, social, print, and media strategies, garnering: 3.7M+ video impressions via The Newborn Channel across nationwide hospital maternity wards 1.39M video impressions online 525K+ video impressions and 375K+ views via paid social 20K printed resources distributed via partners and events 6 minute educational feature on “Good Things Utah” “We champion giving all babies a safer start,” said Lisa Trofe, Executive Director of the Baby Safety Alliance and the Baby Safety Foundation. “The Safe Sleep Campaign is one of many ways we are reaching more markets, impacting more families, and saving more lives every day. On behalf of our members and partners, we’re honored to be recognized by ASAE for our commitment in advancing baby safety.” “Congratulations to the Baby Safety Alliance for exemplifying the impact associations have on the industries and professions they represent, and on society at large,” said ASAE President and CEO Michelle Mason, FASAE, CAE. “It’s always so incredibly satisfying to see associations going above and beyond their everyday mission to change the world. We’re very proud to spotlight this award-winning initiative.” To learn more about the Baby Safety Alliance’s safe sleep tips, visit Baby Safety University Sleep Center . Media Contact: Michelle Hayes mhayes@babysafetyalliance.org (850) 865-7622 About the Baby Safety Alliance The Baby Safety Alliance is the trusted voice for baby and children's product safety across North America. Formerly known as JPMA, the Alliance advances safety through advocacy, education, product testing, and philanthropy. Its Verification Program independently tests thousands of products annually across 30+ categories to ensure they meet the highest safety, performance, and functionality standards. The Alliance also offers free guidance for parents and caregivers through Baby Safety University and supports families through the Baby Safety Foundation , a 501(c)(3) charity. About the Baby Safety Foundation The Baby Safety Foundation is the philanthropic arm of the Baby Safety Alliance. Founded in 2021, our 501(c)(3) charitable organization aims to create better outcomes for infants and toddlers by reducing preventable injuries and deaths and providing families in need with donations of time, talent, and product. About The Power of Associations Awards ASAE’s Power of Associations Awards recognize the association community’s economic and societal contributions locally, nationally and globally. ASAE will celebrate The Power of Associations Award recipients during its annual Summit Awards Dinner on September 25, 2025, at the National Building Museum in Washington, DC.
September 2, 2025
Baby Safety Alliance launches new campaign and free Baby Safety Guide during September’s Baby Safety Month
July 23, 2025
PITTSBURGH, PA, UNITED STATES, July 18, 2025 / EINPresswire.com / -- Cribs for Kids , in partnership with Baby Safety Foundation (Formerly JPMA Cares) and Safe Kids Worldwide , is proud to announce the 40 recipients of the Safe Sleep Building Blocks Grant Program. This nationwide initiative, made possible through a generous grant from Baby Safety Foundation, provides essential infant safe sleep products, education, and community outreach support to organizations dedicated to reducing sleep-related infant deaths. “We are thrilled to support these 40 outstanding organizations as they work to educate families and provide critical safe sleep resources,” said Judy Bannon, Chief Executive Officer of Cribs for Kids. “Through this grant program, we are strengthening safe sleep initiatives in communities that need it most.” Each of the 40 awarded organizations will receive: 20 Safe Sleep Survival Kits, each containing a Cribette play yard, a Cribette sheet, a Snoozzzette wearable blanket, a Sleep Baby Safe & Snug board book, a pacifier, and safe sleep education materials. They will also receive a variety of Community Outreach Support materials, such as a Cribs for Kids Education Package (50 brochures, 50 door hangers, 25 fliers, five posters, and two Safe Sleep Sammi/Sasha Toy Kits), and a Safe Sleep Building Blocks electronic badge for awarded organizations’ websites and marketing materials The selected recipients of the Safe Sleep Building Blocks Grant Program are: Angels Protection, Inc., Aldan, PA Arvada Fire, Arvada, CO BLACK Wellness & Prosperity Center, Fresno, CA Bourbon County Health Department, Paris, KY Bundles of Joy Baby Essentials, Summerville, SC Child Care Resource Network, Buffalo, NY CKF Addiction Treatment, Inc., Salina, KS Crawford County Health & Human Services, Prairie du Chien, WI Cuddles & Coo Diaper Pantry, Lexington, KY Dent County Health Center, Salem, MO Derrick Stone Safe Sleep, Knoxville, TN East Jefferson General Hospital, Metairie, LA Emergency Health Services Federation, New Cumberland, PA Erie Family Center, Erie, PA Essentia Health & Safe Kids NE Minnesota, Duluth, MN Georgia Kinship Project Inc., Warner Robins, GA Harrisonburg Fire Department, Harrisonburg, VA HOPE Network for Single Mothers, Menomonee Falls, WI Infant Loss Resources, St. Louis, MO K-State Research & Extension Sedgwick County, Wichita, KS Medina Regional Hospital, Hondo, TX Mental Health Resources, Inc., Clovis, NM Okeechobee Healthy Start Coalition, Okeechobee, FL Ouachita County Medical Center, Camden, AR Safe Kids Athens, Athens, GA Safe Kids Central Georgia, Macon, GA Safe Kids Colorado Springs, Colorado Springs, CO Safe Kids Grand Forks, East Grand Forks, MN Safe Kids Granville County, Oxford, NC Safe Kids MS led by Children’s of Mississippi, Jackson, MS Safe Kids Oakland County, Southfield, MI Safe Kids Oconto County, Oconto, WI Safe Kids Randolph County, Asheboro, NC Safe Kids Southern NJ, Camden, NJ St. Luke Community Healthcare, Ronan, MT Summit County Health Department, Park City, UT The Alli and Aiden Foundation, Matthews, NC USD 368 Paola Parents as Teachers Consortium, Paola, KS Wind River Family and Community Health Care, Riverton, WY Zion Tabernacle Food Pantry, Ozone Park, NY “The Baby Safety Foundation is proud to support Cribs for Kids and these dedicated recipient organizations through this grant program," said Lisa Trofe, Executive Director of the Foundation. "By expanding access to safe sleep education and essential products, we’re working together to help ensure every family—regardless of circumstances—has the resources they need to keep their babies safe.” Cribs for Kids, Baby Safety Foundation, and Safe Kids Worldwide congratulate these organizations and commend them for their dedication to ensuring all babies have a safe place to sleep. By equipping these groups with essential resources, we are collectively working toward a future where every family has access to life-saving safe sleep education and products. ### About Baby Safety Foundation Baby Safety Foundation (formerly JPMA Cares) is the philanthropic arm of the Baby Safety Alliance (formerly Juvenile Products Manufacturers Association (JPMA)) and the broader baby and children’s products industry. As a 501(c)(3) charitable organization, Baby Safety Foundation aims to create better outcomes for infants and toddlers by reducing preventable injuries and deaths and providing families in need with donations of time, talent, and product. Baby Safety Foundation Media Contact Kali Peterson Director of Marketing and Communications Baby Safety Foundation kpeterson@babysafetyalliance.org (321) 297-4583 www.babysafetyfoundation.org About Safe Kids Worldwide Safe Kids Worldwide is a nonprofit organization working to reduce unintentional injuries to children ages 0-19 and build sustainable systems that support injury prevention. Safe Kids works with strategic partners and an extensive network of more than 400 coalitions in the U.S. to reduce traffic injuries, drownings, sleep-related deaths, falls, burns, poisonings, and more. We achieve this work through a public health approach that includes research, interventions to educate and raise awareness, safety device distribution and advocacy at the federal, state, and local levels. Safe Kids also supports a worldwide alliance of like-minded organizations in more than 20 countries. Since 1988, Safe Kids and its partners have contributed to a more than 60 percent reduction in the rate of fatal childhood unintentional injury in the U.S. Learn more at safekids.org. Safe Kids Worldwide Media Contact Gary Karton Content Advisor Safe Kids Worldwide gkarton@safekids.org (202) 604-5350 www.safekids.org About Cribs for Kids Cribs for Kids® is a national non-profit organization dedicated to reducing the risk of infant injury and death from suffocation and SIDS in unsafe sleep environments. Since 1998, Cribs for Kids® has been making an impact on reducing the rate of infant sleep-related deaths by providing safe sleep education to the public, free community-based programming, and distributing portable cribs and other safe sleep product to families in need. Cribs for Kids operates through a network of partner organizations who replicate our programs and distribute safe sleep product in their communities. Cribs for Kids Media Contact Andrea Wilson Cribs for Kids info@cribsforkids.org Visit us on social media: LinkedIn Bluesky Instagram Facebook YouTube Other 
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