Performance Brands picks up LuvGear - Licensing.biz

Performance Brands picks up LuvGear

Company aiming to boost profile of child protection technology.
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Brand building specialist Performance Brands has been brought on board as the licensing agent for child safety property, LuvGear.

LuvGear was created in 2005 by partners Nil and Bram Miller and is a warning system specifically designed to help parents and caregivers protect their children from dangerous temperature levels and sun damage.

The technology consists of ink-filled discs that are sewn into children's clothing as a safety device. The LuvGear series consists of SunAlert, HotAlert, TempAlert and ColdAlert icons. These act as visible warning signs of potential dangers like elevated body temperatures, exposure to high levels of UV rays and dangerously hot or cold temperatures of liquids.

Marks & Spencer stores throughout the UK and Ireland are now carrying the infant apparel that uses the SunAlert system.

David Ball, joint MD of Performance Brands, said: "LuvGear is a fantastic concept and anything that is designed to protect children will always do well. Marks and Spencer has already come on board and there has been interest from many other quarters. I don't think it will be long before LuvGear is a major presence in the UK and Ireland."

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