The First Years Inc.
Corporate Headquarters
One Kiddie Drive
Avon, MA 02322-1711
Tel: 508-588-1220
Fax: 508-580-6849
www.thefirstyears.com

Contact: John Beals
Senior Vice President, Finance and Treasurer
(508) 588-1220

FOR IMMEDIATE RELEASE

THE FIRST YEARS INC. ANNOUNCES QUARTERLY DIVIDEND OF 6 CENTS

AVON, Massachusetts, March 1, 2004 – The First Years Inc. (Nasdaq:KIDD), a leading marketer of products for infants and toddlers, today announced its quarterly dividend of $0.06 per share on the common stock of the Company.

The dividend is payable Monday, March 15, 2004 to shareholders of record as of March 5, 2004.

The First Years Inc. is a leading international marketer of feeding, soothing, play and care products for infants and toddlers. The Company’s distinctive brands include: “The First Years®,” licenses from The Walt Disney Company and “Sesame Street®,” licensed from the Sesame Workshop.