Walmart Buckles Up with Evenflo

Walmart added another exclusive baby product from Goodbaby International's Evenflo to its lineup.After rolling out the Evenflo Advanced SensorSafe Embrace infant car seat last year to what the mass merchant described as "positive customer response" in a media release, the partners in September introduced the same type of technology in a design for toddlers."For several years, Walmart and Evenflo have been working together to develop and expand the SensorSafe technology product line," Mark Robbins, senior vice president of business development for Evenflo, said in the release.Like the infant version, the exclusive Evenflo SensorSafe Titan convertible car seat comes equipped with technology aimed at preventing child vehicular heatstroke and can alert a driver when a toddler has unfastened the chest clip. The seat employs a wireless receiver to connect to a car’s on-board diagnostics port and emits a series of tones if the car is shut off while the harness chest clip is buckled or if the chest clip is unbuckled during the ride. It is available in grey and "cherry blossom" colors and priced at $149.The product is displayed out-of-the-box alongside car seats and strollers from brands including Graco and Baby Trend. Baby products such as car seats also are detailed on an in-line flip book that is part of the retailer's new signage package.Walmart promoted the rollout with display ads running on websites such as cafemom.com. Also in September, Evenflo ran a full-page, print co-op ad with Walmart in publications such as Pregnancy & Newborn magazine to tout angled and vented baby bottles. (The manufacturer concurrently was running display ads on target.com offering a store gift card with purchase of an electric breast pump.)The toddler car seat joins other exclusive products that are part of Walmart's expanded baby department. Walmart continues nurturing its baby offerings, this year adding such national brands as Baby Jogger, California Baby, Diono and Ideal Baby by Aden and Anais, and expanding its Parent's Choice private label to more than 220 items."From a car seat that alerts parents that their child may not be properly fastened to organic baby food and natural skin care lines, we're working day in and day out to provide our customers with items that make shopping for their growing families less stressful," said vice president of baby for Walmart U.S. Diana Marshall in the release.

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