Home Smart 100 2010 Tummy Shield Cushion (SMART 100)

Tummy Shield Cushion (SMART 100)


The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

This innovation initially came to life when…

From my own experience of having a brain-injured daughter as a result of seatbelt injury. I spent hours researching pregnancy and driving and seatbelt effect, and I was convinced that something must be done. Hence, the Tummy Shield was invented.


The purpose of this innovation is to…

Reduce the risk of seatbelt injury to mother and baby in the event of an accident or sudden braking.

It does this by…

Redirecting seatbelt pressure away from abdomen area to the thighs and pelvis areas.


This innovation improves on what came before because…

The only other product that was available was made from cloth material and uses two clips to hold the seatbelt away from one’s abdomen. In an accident or hard braking the clips will come undone or the material will tear.

Its various benefits to the customer/end-user include…

Redirecting seatbelt pressure away from abdomen area to the thighs and pelvis areas. Extra comfort during driving and peace of mind.


In the past, this problem was solved by…

Nothing was available.

Its predecessors/competitors include…



It is made for…

Use by pregnant women or anyone who has undergone a major abdomenal surgery.


It is available for sale through…

Several baby shops and our website.

Our marketing strategy is to…

Educate people about the dangers of driving while pregnant and seatbelt injuries.



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