Updated: Mon Jun. 29 2009 17:43:05

The Canadian Press

MONTREAL — North American parents looking to protect their children from side-impact collisions will have a new option in August when the world's largest car-seat manufacturer begins to sell its patented new design.

Dorel Industries' said Monday its Air Protect system reduces the likelihood of injuries by releasing side air cushions to slow the movement of the head during a collision.

It mimics a Whoopee cushion by slowly losing air and absorbing the violent energy that can cause head trauma.

Developed over 18 months in conjunction with Kettering University's Crash Safety Centre, Air Protect will be available in the Safety 1st Complete Air car seat.

U.S. National Highway Traffic Safety Administration (NHTSA) estimates that 300 children are killed annually in the United States from side-impact crashes, representing one third of all highway deaths among children under 13 years old.

In addition to having the highest fatality rates, side-impact collisions cause more severe injuries than any other type of collision, says Janet Brelin-Fornari, director of Kettering's Crash Safety Centre and a specialist in pediatric crash safety.

"Because there isn't much structure between you and what's impacting you, (side impact collisions are) one of the most severe impact modes," she said in an interview from Michigan.

Her group developed with Dorel a new method to test the real world impact of such accidents by simulating a car door moving inward toward the child, rather than just a fixed door.

"I can't think of anything else out there right now that would be a method for reducing the risk of head injury," said Brelin-Fornari, whose centre won't receive any financial benefit from the sale of Dorel's product.

The U.S. highway safety administration wouldn't comment on Dorel's new car seat but the agency expects to finalize a side-impact safety standard for child seats this year, said spokeswoman Karen Aldana.

Europe already has enacted such a standard.

Brelin-Fornari said the marketplace will eventually push manufacturers to develop their own safety devices if federal standards aren't forthcoming.

"I think parents want that protection for their children."

Montreal-based Dorel hopes to sell hundreds of thousands of the Air Protect car seats, whose technology will eventually be added to other seat designs, including lower cost options.

RBC Capital Markets analyst Sara O'Brien said it is likely to be a growth driver for Dorel next year.

"The new side impact technology is on the higher price point seats and should also generate higher margin to Dorel," she wrote in a report.

Dorel chief financial officer Jeffrey Schwartz said that by focusing on the development of a better product, the company should ultimately generate improved sales.

"I think the consumers want that and are ready to pay for added safety," he said in an interview.

"I think over time it's going to be a very big seller because it really adds to the level of safety on side-impact which is something the market hasn't really done extremely well."

Kettering University was founded in 1919 by General Motors.

Dorel Industries is the world's largest car seat manufacturer, producing more than seven million car seats each year. Established in 1962, it also manufactures other childrens products, bicycles and ready-to-assemble home furnishings.

Dorel's annual sales are US$2.2 billion. It has 4,700 employees and facilities in eighteen countries.

On the Toronto Stock Exchange, Dorel's shares gained $1.21 to close at $26.40, an increase of 4.8 per cent.

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