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Maxi-Cosi introduces new brand positioning “We carry the future” and 2018 collection at Cologne




  • Reinvigorated brand image and positioning brought to life at the Kind + Jugend fair
  • Stylish new range of strollers for outdoor, urban and super-urban lifestyles
  • Limited edition of Star Wars themed car seats for children taller than 100 cm
  • Introduction of Maxi-Cosi Titan: first car seat for toddlers and children


Maxi-Cosi, part of the world’s largest manufacturer of juvenile products Dorel Juvenile, a segment of Dorel Industries (TSX: DII.B, DII.A), unveils its new reinvigorated brand image and positioning and related 2018 collection at Kind + Jugend in Cologne. The freshly designed 2018 collection– with the new urban Adorra and Zelia strollers and the new super-urban Laika stroller –includes full-mobility solutions with matching carrycots, baby car seats and accessories to make the lives of parents easier regardless of where or how they live. Also on display will be the new Maxi-Cosi Titan car seat, which grows with the child from 9 months up to the age of 12. Finally, Maxi-Cosi introduces the successor of the Pebble which is called the Rock and its Star Wars car seat collection.


MC_new positioning


New brand positioning: We Carry The Future
Maxi-Cosi’s new brand line is ‘We Carry the Future’, reflecting our belief that children are the future, and helping underscore Maxi-Cosi’s commitment to innovation in helping modern families live and experience their lives fully, by exceeding expectations in safety, comfort, practicality and style. The brand refresh also includes an updated, bolder ‘Huggy’ logo, as well as a suite of contemporary lifestyle images, new product packaging and a new website. The simple and contemporary visual identity also fits with the unique and category leading products that will launch throughout 2017 / 2018.


Car seat Collection 2018 rocks
The Maxi-Cosi 2018 new car seat collection also answers a wide range of parents’ needs and offers new designs to make it more attractive for the children themselves.


Limited edition: Star Wars car seats
Maxi-Cosi not only looks at the wishes of the parents, it also strives to add to a  child’s experience. That is why Maxi-Cosi decided to collaborate with Disney and Lucas Films to develop a Star Wars range of Rodi car seats for children taller than 100 cm. Also included is the newest addition to the collection, the Rodi XP Fix which can be fitted in the car with the ISOFIX system. The limited edition is in store and online as of November 2017.


Maxi-Cosi Rock: new i-Size baby car seat
Maxi-Cosi also introduces the successor of the Pebble that meets the latest i-Size regulations. The new Rock is a newly designed car seat that offers parents an additional mid prized baby car seat solution to transport their children in the safest way possible. The Rock will be available in store and online as of December 2017.


Titan, the car seat that grows with the child
A challenge for many parents is how to choose the right car seat for their child. With the new Maxi-Cosi Titan this is a lot easier. The Titan can be easily used and installed from 9 months onwards until the child reaches the maximum weight of 36kg which is the moment when it is no longer necessary by law to transport your child in a child car seat. The Maxi-Cosi Titan is nominated for the Kind & Jugend Innovation Award in the category Travelling Kids.


The world’s first car seat with built-in airbags
Airbags, a standard safety measure in cars, will soon become available for toddlers in car seats thanks to Dorel Juvenile.  The AxissFix Air car seat, with the K&J Award-winning Air Safety Technology®,  will be officially launched across Europe next month. More information on this  can be obtained via your local Maxi-Cosi representative.


Stroller Collection 2018: Fits your lifestyle
Maxi-Cosi is expanding its range with the trendy Mya, luxurious Adorra, 2-in-1 Zelia and the super-compact Laika to offer strollers that fit every lifestyle; outdoor, urban and super-urban. Together with the Nova outdoor stroller, which recently won a Red Dot Design award, Maxi-Cosi offers a complete range of carrycots, baby car seats and accessories which will help enhance the comfort of babies and parents in all seasons. The Nova has been in store since June 2017.

Go urban-style with the luxurious Adorra stroller and handy Zelia
With the new Adorra by Maxi-Cosi, parents can easily navigate through any urban obstacles. Its super-size basket makes their life easier when strolling and shopping in the city. The Adorra – to launch in October 2017 - gives you that luxurious feel with its wide padded seat and attractive leather-look handle bar. The new Zelia will launch in November 2017 and has a cleverly designed 2-in-1 seat which quickly converts into a pram bassinet. The two new urban strollers by Maxi-Cosi give urban parents plenty of great options to fit their busy lifestyles.


Super-compact Laika stroller
One of Laika’s key features is its quick one-hand fold meaning that families can be ready and on the go in seconds. With its ultra-light and super-compact frame, parents can face the challenges of their urban lifestyle, while their baby still enjoys the comfort and protection provided by the Laika seat unit. Thanks to its soft carrycot, the Laika can be used with newborn babies from the very first day, allowing parents to easily carry their baby comfortably from place to place without waking them up. Laika and its soft carrycot will be available from November 2017.


New collection colors: Nomad Brown, Grey and Black
The Nomad color range, and its pattern as the main feature, is inspired by nature. Next to Nomad Blue and Nomad Sand, the products are now also available in a new range of colors: Nomad Black, Nomad Brown and Nomad Grey. For those who like a combination of ruggedness and sophistication, the leather look finishing makes the perfect match. In addition to these more neutral color tones, the new collection offers a classic Sparkling Grey, trendy Black Grid and a fierce Red Flock. The seasonal colors Frequency Pink and Frequency Blue finish the line by adding more variation to offer a fit for every taste. 




More information 
Contact: Peter Halmans,  Marketing Director Europe
... / Phone: +31(0)492702068


About Dorel Juvenile
Dorel Juvenile, a segment of Dorel Industries, Inc. (TSX:DII.B, DII.A) is a world class juvenile products company. Dorel Juvenile’s powerfully branded products include global juvenile brands Safety 1st, Quinny, Maxi-Cosi and Tiny Love, complemented by regional brands such as Cosco, Bébé Confort and Infanti. Dorel Industries Inc. has annual sales of US$2.6 billion and employs approximately 10,000 people in facilities located in twenty-five countries worldwide.



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