MOUNT LAUREL, N.J. – This week the Juvenile Products Manufacturers Assn. has announced several key initiatives for 2021, including a SKU-level certification for baby and children’s products and a new industry foundation called JPMA Cares.

The organization said it plans to expand its current certification program into a SKU-level product verification, which it said will provide third-party validation to help retailers and consumers identify, safe and compliant baby and children’s products. A pilot for the program is planned for early 2021.

It also will establish JPMA Cares in 2021 as a 501(c)(3) that helps support babies and families in need through various “good works and philanthropy done by the industry.”

In addition, JPMA said it plans to increase one-on-one engagement with its members and continue to provide critical public and government affairs activities, including at the federal and state levels as well as advocacy efforts related to specific product categories. An example of this type of engagement in the recent past was its industry advocacy regarding the negative impact of tariffs would have on various children’s’ products ranging from strollers and play yards to car seats and cribs.

“We know our role in legislative, regulatory and government affairs is absolutely critical to our members,” said Kelly Mariotti, executive director of JPMA. “Far beyond simply lobbying, we are involved from the local, state, federal and international levels whenever baby products are called out, which is often, but also where our member’s products are implicated, such as with tariffs and counterfeit products. This will continue to be our area of focus in 2021 and beyond.”

JPMA also plans to continue its efforts to support consumer education and promote key promotional events such as Baby Safety Month. The association said that throughout the year, members can also participate in educational webinars, guest speakers and other resources.

And while it does not plan a trade show next year due to ongoing challenges related to COVID-19, it does plan an in-person JPMA Summit next fall that “brings the industry together to collaborate on safety and regulatory topics.” The event will also include the JPMA Innovation Awards and a gala-style evening to benefit JPMA Cares.

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