Safilo Group Presents Their Innovative Kids by Safilo Eyeglasses Line – Designed with a Medical Scientific Approach After a Careful Study of Children – on Modern Living with kathy ireland®

Tune in to E! Entertainment Network for sponsored programming on Thursday, May 5, 2016 and Bloomberg International on May 8, 2016. See market-by-market listings below.

Los Angeles, CA – May 2, 2016 – According to research from global eyewear manufacturer Safilo Group, 1 in 6 school-aged children have vision problems and, if left untreated by the age of 8, some childhood vision problems can cause permanent low vision and poor quality of life for a child.

To help parents of children in need of vision correction, global eyewear manufacturer Safilo Group, recently developed the Kids by Safilo eyewear collection devoted specifically for 0-to 8-years-olds. These eyeglasses are not just scaled-down versions of adult eyewear like many collections on the market.  They were designed and manufactured with a medical-scientific approach with the Italian Society of Pediatric Ophthalmology (SIOP) and meets the design guidelines of the World Society of Paediatric Ophthalmology and Strabismus (WSPOS).  

Made in Italy, where Safilo Group is based, the collection is ergonomically designed to cover a child’s full field of vision but is also fashionable, comfortable, durable and lightweight.  The collection is as also safe from sharp edges and made of bio-based materials that are also washable, hypoallergenic and non-toxic.

Safilo closely studied the growing and changing shape of children’s heads and facial features and observed their behaviors when wearing eyewear when designing the collection.   What was born was a Kids by Safilo collection of six styles engineered with advanced technologies and materials to suit children’s specific eyewear needs.  As a result, the glasses do not weigh on the nose or hurt behind the ears.  The frames were designed with a lower nose bridge and straight temples with a horizontal bend to “hug” the child’s head without putting any excessive pressure.  During their study of children’s behaviors, Safilo observed that kids often looked up at the world over their glasses to see a parent or teacher, and their vision wasn’t corrected at these times.  The enhanced design of the frame front enables the lenses to cover the children’s entire field of vision and to stay close to the eyes, ensuring effective correction from every point of view.

As Prof. Paolo Nucci, professor of ophthalmology at the University of Milan and president of SIOP, explains, “These frames for children were designed with the specific aim of creating a product truly suitable for children, guaranteeing safe and durable eyeglasses for kids, created with bio-based materials and the best fit for the various age groups.”

As much as 80 percent of a child’s learning occurs through his or her eyes but hundreds of thousands of children needlessly suffer from undetected and untreated vision problems.    Because children do not necessarily know that they don’t see well, they will adapt and think that’s how they are supposed to see.  As such, Safilo Group urges parents not to rely solely on school and pediatric vision screenings which may miss 40 percent or more of eye or vision problems: undetected issues can become big barriers to learning, leading to delayed reading and poorer outcomes in school. 

Safilo Group, along with the AOA (American Optometric Association), suggest that infants should have their first comprehensive eye exam by an eye doctor starting at 6 months of age. Children should receive additional comprehensive eye exams at 3 years of age, and just before they enter kindergarten or the first grade, at about age 5 or 6. The only way to ensure that your child does not have a vision or eye health condition is through a comprehensive eye exam provided by an eye doctor.   From there, parents should discuss frame options with an optician to see if Kids by Safilo is right for their child.

“Getting a child’s vision properly diagnosed to wear eyeglasses is half the battle for parents but kids are going to truly enjoy wearing the Kids by Safilo collection and will give parents peace of mind knowing that their kids’ eyes are going to get the proper vision correction they need while looking and feeling good, too,” says Vice President of Programing JL Haber, Modern Living with kathy ireland. 

Tune in to see Safilo on E! Entertainment Network as sponsored programming on Thursday, May 5, 2016 at 6:30am ET and PT and Bloomberg International on May 8, 2016 at 8:30am CET, 10:30am CDT D.F. and 3:00pm HKT.

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Modern Living with kathy ireland is a weekly business television program featuring real-world insights from corporate executives from all over the globe. Modern Living with kathy ireland airs throughout North America on E! Entertainment Network as part of their sponsored programming lineup and to over 50 countries throughout the world on Sundays on Bloomberg International as part of their sponsored programming lineup.

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