The Juvenile Products Manufacturers Association (JPMA) is entering a new era with a new name: the Baby Safety Alliance. The rebrand, announced today, reinforces the organization’s longstanding commitment to advancing the safety and quality of products designed for babies and young children.
Founded in 1962, the organization represents 95% of the prenatal to preschool product market in North America and is widely recognized for its work shaping industry standards and advocating for safer products.
“The future of baby safety depends on all of us coming together and focusing more than ever on our shared mission: providing a safer start for babies and peace of mind for parents,” says Lisa Trofe, Executive Director, Baby Safety Alliance.
The Baby Safety Alliance will continue to lead efforts across four strategic pillars: advocacy, product safety, education, and philanthropy. This includes the Baby Safety Alliance Verification Program — formerly JPMA’s Certification Program — which evaluates more than 3,200 products annually across 30+ categories, ensuring they meet or exceed federal, state, and voluntary safety standards.
“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,” says Trofe.
The organization also provides expert-backed education to families through Baby Safety University and supports community initiatives through its philanthropic arm, the Baby Safety Foundation. That 501(c)(3) charity, originally established as JPMA Cares, provides safety resources and product donations to families in need while working to reduce preventable injuries and deaths among infants and toddlers.
With its new name and continued mission, the Baby Safety Alliance aims to increase visibility for its work and offer peace of mind to caregivers navigating an increasingly complex baby product marketplace.
Visit babysafetyalliance.org to learn more.
