Dublin May 2001

Dublin company patents asthma-friendly brand
Sunday, March 16, 2003
By Elaine O'Regan
It is estimated that 30 per cent of families worldwide are affected by asthma. A visible asthma-friendly logo could prove an invaluable marketing tool for toy manufacturers.

Dublin company, Allergy Standards Limited (ASL), has devised a series of formal asthma and allergy avoidance standards for both stand-alone products and the indoor environment, and is the first company in the world successfully to patent and market an asthma-friendly co-brand.

Set up in July 2000 by Dr John McKeon and Dr John O'Mahony, the Dublin company specialises in product and environmental testing and certification processes.

The company has two registered international certification marks; one established short-term patent and one international patent pending through the PTC.

Supported by Enterprise Ireland, Dublin City Enterprise Board and private venture capital, ASL began to sell its certification services toToys 'r' Us in Canada, late last year.

The company has since secured a deal to supply its servic es to Toys 'r' Us International.

McKeon hopes to kick-start entry into the company's key target market by securing a spin-off deal with the American division of Toys 'r' Us within the next few months.

Ac cording to McKeon, household dust held in soft toys is one of the most commonly triggers of asthma attacks and related allergies.

The ASL Asthma Friendly quality mark, when attached to a soft toy, lets consumers know that it does not contain any fabric or fillings known to aggravate asthma, said McKeon.

"For Toys 'r' Us, as retailers, going with this new health awareness initiative helps them to look good. Healthcare professionals can advise people on what to do to limit the causes of asthma but, until now, there has been no way of signposting the actual products you should choose as a consumer," he said.

The company's revenue mix will ultimately include royalty payments, licensing fees and the provision of relevant consultancy services.

ASL last week won first prize in the Dublin Docklands Innovation Awards. Aimed at business start-ups based in the Docklands Innovation Park, the award went to ASL on the basis of the company's strong investment proposal.