Leading Infant Health organization Partners with Tiny LoveThe Maya Group and American Baby Deliver


January 20, 2005 -- As part of its ongoing effort to deliver lifesaving messages to all new parents and caregivers on proactive steps they can take to help their baby survive and thrive, First Candle/Sudden Infant Death Syndrome (SIDS) Alliance, today announced the launch of an important educational outreach campaign in partnership with Tiny Love/The Maya Group and American Baby Group. Through an in-kind contribution to First Candle, Tiny Love has printed 3 million nursery door hangers that display these important messages in both English and Spanish. The First Candle door hangers will be included in the American Baby Sampler for New Parents that is delivered to new parents each month in more than 4,000 maternity wards nationwide. The sampler, which also contains a copy of the American Baby First Year of Life magazine, reaches new parents at an important moment in their lives - just before critical sleep patterns and habits are established.

As an added bonus, Tiny Love will be including 500,000 of the bilingual nursery door hangers in the packaging of their award-winning "Gymini 3-D Activity Gym" and "Symphony in Motion Mobile" beginning in December of 2004. Tiny Love is dedicated to applying originality, innovation and excellence to designing, manufacturing and marketing soft developmental toys for babies from birth to age two. "We are honored to be partnering with First Candle and American Baby to raise needed awareness among new parents of these lifesaving messages," said Oded Ben-Ezer, Tiny Love/The Maya Group's CEO. "As a company, we are committed to the health and well being of babies everywhere, and this project is a natural extension of that commitment."

American Baby has been America's most trusted baby magazine for three generations. The magazine advises and supports expectant and new parents, providing them with the information they need most: expert medical advice, tried and true baby care basics and an up-close look at the latest baby-related merchandise. "American Baby proudly supports the Tiny Love and First Candle effort," said Norma Blatto, Publisher at American Baby. "We are please to take part in an effort that will help deliver these important messages to new parents."

First Candle is the leading charity in the field of infant health and survival - working to reduce the risk of SIDS, Stillbirth and other sudden infant deaths. The partnership with Tiny Love/The Maya Group and American Baby is the first of its kind. "We are very grateful to Tiny Love/The Maya Group and American Baby for their joint investment in this important outreach campaign," said Dr. Marian Sokol, president at First Candle. "Sadly, recent statistics show that the infant mortality rate, as well as the SIDS rate, has increased in the last year. Clearly, if we are to continue our progress at reducing infant mortality rates across the country, we must take whatever steps are necessary to effectively educate new and expectant parents with best-care practices for their new baby." It is the mission of First Candle to promote infant health and survival during the prenatal period through age two with programs of research, education and advocacy, while at the same time providing compassionate grief support to those affected by an infant death.

For more information on First Candle and their efforts, including how to make a donation or locate family support services, please call 1-800-221-7437 or visit www.firstcandle.org.

First Candle/SIDS Alliance is a nonprofit health organization dedicated to promoting infant health and survival during the prenatal period through age two with programs of research, education and advocacy, while at the same time providing compassionate grief support to those affected by an infant death. Tiny Love is a creator of groundbreaking developmental toys that nurture and stimulate baby's skills and senses during the first years of life. A dynamic think-tank of innovation and originality, the company provides retailers and their customers with an unmatched product offering that addresses the entire spectrum of baby's developmental milestones, including: sensory stimulation, enhancing cognitive and motor skills, encouraging the growth of emotional intelligence, and more.




Leading Infant Health organization Partners with Tiny LoveThe Maya Group and American Baby Deliver



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