SOURCE: Bell Sports

April 26, 2005 09:00 ET

Bell Sports' 2005 Helmet Line Features Icons of Fun, Fashion and All Things Fast

SANTA CRUZ, CA -- (MARKET WIRE) -- April 26, 2005 -- This spring, kids can bike with Barbie, take it to the max with BMX champ Dave Mirra and ride chopper-style with Bell Sports' 2005 bike and skate helmets, now available at retail in Canada. Bell, the market leader in helmets and accessories for cycling and active sports, is making it easier than ever for people to express themselves through helmets that cater to a wide range of styles, tastes and ages.

Bell's inspiration for the new line came in part from a recent survey conducted in conjunction with the U.S.-based National SAFE KIDS Campaign, which found that a whopping 59 percent of kids ages 5 to 14 don't wear helmets when participating in wheeled activities. Bell believes wheeled sports are an integral part of kids' lives, and that everyday interests can inspire them to take proper safety measures when they ride.

The company also upgraded more helmets in the 2005 line with its exclusive QuickFit™ system, CamLocks™ for easier strap adjustment and PinchGuard™ for no-pinch buckling. Bell owns patents for CamLocks and PinchGuard, and has a patent pending on QuickFit.

"Consumers of all ages project who they are through what they wear, from sports team hats and jerseys to designer-label jeans. Helmets are no different," said Alex McKinnon, vice president of marketing at Bell. "For our 2005 line, we placed the greatest emphasis on designing helmets that kids will love to wear, while adding features to make it easier to adjust our helmets for the optimal fit."

2005 Highlights

    
--  X-GAMES CHAMP: Bell's Signature Series helmet features X-Games
    champion Dave Mirra. This popular multi-sport helmet is for biking,
    skateboarding, in-line skating and other non-motorized wheeled sports.
    
--  BARBIE: Bike products featuring Barbie, Hot Wheels and other kids'
    favorites round out the licensed line with helmets to suit all interests.
    
--  VALUE PACKS: Updates to Bell's popular value pack line include new
    themes such as Silly Monster Trucks for toddlers, and Violet Flower Patch
    and Knight Quest for kids. The value pack line features a helmet,
    matching knee pads and elbow pads. Youth value packs in Skulls and Bones
    and Blue Flowers themes feature a helmet with matching locks and valve
    caps.
    
--  CUSTOM CHOPPERS: 89% of boys aged 8-15 are interested in chopper-
    styled bikes and accessories, and popular bands like Good Charlotte are
    bringing the trend to an even broader mix of tweens and teens (Source:
    PKS). Bell is bringing the low-ride, flame-soaked Harley look to the
    masses with its line of Custom Choppers gear, including flame grips, iron
    cross pedals, eight-ball valve-ends and more.
    
Bell helmets and accessories are available at select Wal-Mart stores and other retailers throughout Canada.

About Bell Sports

Bell Sports is the world's leading designer and marketer of helmets and accessories in the auto racing, motorcycle, cycling and action sports categories. The company markets helmets and accessories under the Bell, Giro®, Blackburn®, CoPilot™, X Games, West Coast Choppers, Batman, Barbie™, Hot Wheels™ and Fisher Price™ brands. Headquartered in Irving, Texas, the company has operations in Santa Cruz, Calif.; Rantoul, Ill.; York, Penn.; Limerick, Ireland; and Hong Kong. Bell Sports distributes its products in 45 countries. More information about Bell bike helmets and accessories is available at www.bellbikestuff.com.

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