ABC Kids Expo 2009: Bugaboo Partners With RED. New Cameleon.

The big news from Bugaboo this year at the ABC Kids Expo is they’ve partnered with Bono’s organization (RED) to fight HIV/AIDS in Africa. Most of the new products they are showing involve the promotion in one way or another – not the least of which is the (RED) branded Cameleon stroller.

The stroller is exactly like every other Cameleon, with two differences. One is that it’s available in black denim (which hasn’t been available before) and the other is the all-black chassis with red brake. Surprisingly the (RED) branding on the stroller is very, very subtle – no big “(RED)” logo or clever “(RED)” slogan. There is just a small label on the fabric itself (pictured below). I have to say I could personally take or leave the black denim, but that all-black chassis is pretty sweet.

Aside from the new products, the differentiating thing Bugaboo has from other products and companies that participate in the promotion is that Bugaboo is giving a full 1% of all of their total revenue to (RED). This includes everything, not just the specifically “(RED)” branded products, which is a first for a company apparently. To which I say well done – it reflects well not just on Bugaboo but to the whole high-end children products industry as a whole.

So get a sweet stroller (or diaper bag, or footboard, or anything else they make) and support the fight against AIDS in Africa. But it might be best to wait until October 1st, as that’s when the the products and program officially launch. (I asked them specifically if the 1% wouldn’t start until October even though they’ve already announced it, and they said they would get back to me. I’ll let you know when I hear.)

Check out more at Bugaboo.com or check out the press release here at JoinRED.com.