Item Info

Media Type: Photographic Prints
Source: Automobile Reference Collection
Notes:

Gift from Michael Lamm in July, 1974

News from Sears. For further information: Richard G. Williford or Donald G. Youpa, Dept. 703- Public Relations, SEARS, Roebuck and Co., Sears Tower, Chicago, Illinois 60684. (312)-875-8313 or 875-8317

A new, improved children's auto safety vest--the "Little Rider"-- has been introduced by Sears, Roebuck and Co. The washable vest easily attaches to a car's existing seat belts and permits the parent-driver to give complete attention to the road. The Little Rider also permits a child wearing it to ride comfortable while sitting up or lying down. The safety vest can easily be switched from one car to another. The Little Rider is designed especially for use with factory-installed lap seat belts or those installed by owners of older cars, and can also be used with the newest combination lap-shoulder belts. No additional mechanical installation procedures are necessary, thus eliminating cutting, drilling and abrasive damage to auto upholstery. 

(text on front) "Little Rider", the new children's auto safety vest from Sears, Roebuck and Co., easily attaches to seat belts of all types yet enables the young wearer to ride comfortably while sitting up or lying down. Little Rider meets all existing governmental specifications, is washable, requires no cutting or drilling for installation and can be easily switched from one car to another. Two sizes of the Little Rider-- one for children weighing 20-50lbs. and one for children who weigh 45-75lbs.-- are available through the Sears catalog. Price is $9.99.