Babies R Us and Joie host nationwide Baby on Board Car Seat Safety Events

Road safety continues to be a pressing concern in South Africa, with over 12 500 lives lost each year due to road accidents, according to the Road Traffic Management Corporation (RTMC). Among the most vulnerable are children, who are often not properly secured while travelling.

In response, Babies R Us has once again teamed up with car seat safety experts Joie to roll out their Baby on Board Car Seat Safety Events across the country. Back for its second year, this nationwide initiative aims to educate expectant and new parents, particularly dads-to-be, on the vital importance of choosing and installing the right car seat. The in-store events run every Saturday from until 8 November 2025 at selected Babies R Us stores.

“Feeling a bit jittery about that first ride home from the hospital? Let’s put those worries to rest together,” says Catherine Jacoby, Marketing Manager at Babies R Us. “These events are a must for all new parents, particularly dads, who often take the lead in purchasing and installing car seats. We want to ensure that every baby leaves the hospital safely secured in a properly installed car seat.”

Why car seat safety is non-negotiable

Despite growing awareness, alarming statistics reveal the reality of child passenger safety in South Africa:

• Over 90% of children travel without a proper car seat or are incorrectly restrained.
• A correctly installed car seat can reduce fatal injuries by up to 71% in infants and 54% in toddlers.
• Studies show that 8 out of 10 car seats are incorrectly installed, often by well-meaning parents who assume they’ve done it right.

What parents can expect at the baby on board events

These engaging, practical sessions aim to demystify car seat safety and installation:

• Expert advice: Learn how to select the correct car seat based on your child’s age, height, and weight.
• Live demonstrations: Watch and participate in hands-on installation demos with different seat models.
• One-on-one guidance: Speak directly with Joie’s trained safety specialists for personalised support.
• Exclusive deals: Access special, event-only discounts on Joie car seats.
• Goodie bags: Enjoy freebies and exclusive vouchers to support your parenting journey.

“Through platforms such as the Mama Club events, and virtual antenatal and breastfeeding support sessions, we continue to create spaces for parents to learn, connect, and prepare for parenthood with confidence,” she explains. “Our mission is to support parents at every stage. These events are designed not just to educate, but to create a community where parents can ask questions, share experiences, and ensure their little ones are safe on the road.”

Event details:

Where: Selected Babies R Us stores nationwide
When: Every Saturday until 8 November 2025
Cost: R100 per person (includes a R100 Babies R Us gift card)
Book your spot: www.babiesrus.co.za/baby-on-board