Inspired by "The Americans"

Shy Mindel, the creator of the world's safest car seat, was struggling to find a way to protect the brain from side impact. One day, he was watching an episode of the TV show "The Americans" when one of the characters mentioned that woodpeckers have tongues wrapped around their brains. Mindel didn't believe it at first, but after doing some research, he discovered that it was true but there’s much more to it.

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Woodpeckers bang their heads against trees up to 20 times per second, so their brains need a lot of protection. Their tongues are wrapped around their brains like a shock absorber, helping to dissipate the force of impact. Mindel realized that he could biomimic the same principle and incorporate it in the design of the seat.

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Six years after that show, I was standing in Times Square at 4AM in the rain, about to launch the brand in the US. We had decided to make a statement with our launch, and we went big: we bought a billboard right in the middle of Times Square.

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It was a surreal moment. We had been working so hard on babyark for so many years, and now we were finally ready to share it with the world. The world's safest car seat is finally here.

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The Billboard is just the beginning, we are about to engage with the most relevant influencers in the US to promote our brand, we built a dominating online presence and our retail presence is top level.

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You can see the bright future for babyark through the raindrops in Times Square.

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