South Africa, 9th April 2025 – Road safety remains a critical concern in South Africa, with thousands of lives lost each year due to road accidents. According to the Road Traffic Management Corporation (RTMC), road crashes claim over 12,500 lives annually, with children being among the most vulnerable passengers.
To address this, Babies R Us has partnered with car seat safety specialist Joie for the second year to host nationwide Baby on Board Car Seat Safety Events, designed to educate parents on the critical importance of car seat selection and proper installation. Running from 12 April to 8 November 2025, these in-store events will take place at selected Babies R Us stores nationwide, providing expectant parents, especially new dads-to-be, with hands-on guidance from leading car seat safety experts.
"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 Matters
• More than 90% of South African children travel without proper car seats or are incorrectly strapped in.
• Child car seats can reduce fatal injuries by up to 71% in infants and 54% in toddlers.
• Incorrect car seat installation is one of the biggest safety risks—many parents assume they have installed the seat correctly, but studies show that 8 out of 10 car seats are installed incorrectly.
What to Expect at Baby on Board Events
• Expert Advice – Learn how to choose the right car seat for your child’s age and weight.
• Live Demonstrations – Hands-on sessions on how to correctly install different car seat models.
• One-on-One Guidance – Get personalised tips from Joie’s car seat safety specialists.
• Exclusive Deals – Special event-only promotions on Joie car seats.
• Goodie Bags – Receive a special gift bag and exclusive discounts.
Supporting Parents on Their Parenthood Journey
Jacoby says that Babies R Us is committed to empowering parents with knowledge beyond retail shopping. “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 adds.
“Our mission is to support parents at every stage,” she says. “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: Saturdays from 12 April – 8 November 2025
Tickets: R100 per person (includes a R100 Babies R Us gift card)
Bookings: www.babiesrus.co.za/baby-on-board