Evanston, IL – Two well-known leaders in the parenting community have joined forces to ensure parents are getting the best-quality products available. The National Independent Nursery Furniture Retailers Association (NINFRA), a network of independent, juvenile product stores, has recognized the value of iParenting Media’s National Retailer program and enrolled all of its member stores. iParenting Media is the producer of the industry-welcomed iParenting Media Awards (IPMA) program and the largest network of parenting resources both on- and offline.

The retailer program promotes iParenting Media award-winning products directly to consumers, and then directs the consumers to participating IPMA retailers. The program is nonexclusive and also provides authorized retailers with benefits such as new business opportunities from manufacturers, award system credibility, in-store events, territory-specific marketing support, publicity and continuous branding services. Learning Express, a toy retailer with more than 100 stores across the country, joined the program earlier this month.

“We believe the retailers that educate their customers about the highest quality items available will succeed,” says Alvin All, chief executive officer of iParenting Media. “We will be guiding millions of our loyal consumers to iParenting Media Awards-authorized retailers for convenient access to award-winning products.”

"With iParenting and NINFRA retailers working as a team, manufacturers that offer excellence will be recognizable to the consumer," says Phil Gangi, president of NINFRA. "The well-informed consumer, armed with the knowledge of products provided by iParenting and NINFRA retailers, can make better purchasing decisions that will have a positive impact on their quality of life."

“iParenting Media brings to NINFRA retailers a commitment to raising the standards in the juvenile products industry coupled with a communications program that is unsurpassed in this industry,” says Larry Schur, executive director of NINFRA. “It's a win-win situation for the juvenile products consumer, their independent store retailers, as well as the juvenile products industry.”

Last fall, iParenting Media initiated the iParenting Media Awards program, which selects award-winning juvenile products on a quarterly basis after a thorough review process by parents, licensed childcare providers, teachers and product experts. For more information, visit www.iparentingmediaawards.com.

In addition to hosting the IPMA program, iParenting Media operates iParenting.com, the Internet's premiere network community of more than 40 Web sites for parents and parents-to-be. In addition, iParenting produces a syndicated newspaper column and a radio show titled Points on Parenting. The iParenting network has won numerous awards including a ranking as “Best of the Web” by US News & World Report, Newsweek and The London Times. Learn more about the company at www.iParentingMedia.com.

The National Independent Nursery Furniture Retailers' Association is a collection of more than 100 independently owned juvenile products stores throughout the U.S., Puerto Rico and Canada dedicated to value, service and quality. For more information, visit www.ninfra.com.

For more information about iParenting Media, contact: Jeanne Murphy Director of Business Development 570-595-0211 Jeanne@iparenting.com

For more information about NINFRA, contact: Larry Schur NINFRA Executive Director 210-699-1133 Ninfranet@aol.com