Thursday, January 14, 2010

Winter Eye Safety for Kids


Each winter, parents pull out the outer coats, hats, scarves, gloves and boots to properly protect their children from the cold, but what about protecting their children’s eyes from the sun? According to the American Academy of Ophthalmology (AAO), sunglasses are not just for sunny summer days, but are also needed during the winter season when reflections from snow, water, sand or pavement can intensify UV rays to extremely high levels.  In addition, the sun’s rays pass right through haze and thin clouds, making sunglasses a necessity during the early afternoon when UV radiation is strongest, and a must when participating in winter sports, particularly at high altitudes.  When taking the kids in the car or the stroller, heading out to the bus stop or to sled or build a snowman -- don’t forget the shades.
            Leading health professionals and medical experts warn of the dangers of irreversible retinal damage resulting in eye disease and even blindness caused by exposure to UV-A and UV-B sunlight. The American Academy of Pediatrics says that children’s eyes are at increased risk for permanent damage from sunlight until they are at least 10 years old, because their eyes are highly sensitive and still developing.  Furthermore, 90% of total lifetime damage from the sun’s harmful rays occurs by age 18.  Most parents (82%) encourage their children to use sunscreen when outdoors in the sunlight to protect the skin, but only 32% protect the vulnerable eyes of their infants, toddlers and children with sunglasses.
            Since an ounce of prevention is worth a pound of cure, the Real Kids Shades line of protective infants’ and children’s sunglasses provides 100% UV-A and UV-B ray protection, as recommended by Prevent Blindness America.  Real Kids Shades are safe, lead-free and made of impact-resistant, shatterproof polycarbonate frames and lenses, a material that is hailed by Prevent Blindness America as “the first choice for children’s eyewear.”
            “Recognizing that children’s eyes are at special risk from the harmful effects of UV rays, since their eyes are still developing and are more vulnerable to sun damage, we developed Real Kids Shades to provide serious sun protection, and designed them to be comfortable, kid-friendly and stylish,” says Lisa Medora, VP Product Development, Real Kids Shades. “Our line offers real value in a range of colors and styles especially designed for babies, toddlers, young children and tweens, as well as children active in sports, taking into consideration the need for venting, anti-glare, and anti-fog properties.”
 “As a parent who couldn’t find decent sunglasses for my own kids, Real Kids Shades were developed to be both durable -- to withstand kids’ lifestyles -- and great-looking, so that kids will want to wear them,” added David Scheinberg, CEO, Real Kids Shades. “Furthermore, Real Kids Shades are designed for fun in the sun with protective polycarbonate shatterproof lenses and frames that kids won’t break, wraparound frames that minimize exposure to peripheral light, and neoprene bands that stay put even with active children or when babies fall asleep in their strollers or car seats.”
The Real Kids Shades are designed for all children 12 and under and come in a wide assortment of shatterproof frames and lenses with either adjustable neoprene bands, rubber flex or polycarbonate frames.  Several of the styles can be fitted with prescription lenses.  Real Kids Shades offer 100% UV protection, as measured by the strictest American, European and Australian governing bodies and are Consumer Product Safety Improvement Act (CPSIA) compliant, CE Certified and FDA Approved for protecting children’s eyes against dangerous exposure to UV-A and UV-B rays.  Real Kids Shades are approved by the Melanoma International Foundation and meets with the sunglass recommendations of Prevent Blindness America.  Suggested retail prices start at $14.99 to $19.99.  For more information and store location, visit          [Real Kids Shades is a registered trademark]
-Courtesy of Real Kid Shades

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