SAFETY experts in Yorkshire have issued a warning to parents looking for a bargain during the new year sales.
They stressed the importance of keeping safety in mind when buying gifts and toys - especially things like bikes, skateboards and roller blades.
Research from the Government's Think road safety campaign shows that a quarter of all parents who have bought their child a bike have never bought them a cycle helmet - potentially putting them at risk.
Think campaign supporter TV presenter Davina McCall said: "Most of the injuries to cyclists are to the head and the face and many of these can be reduced by wearing a helmet.
"We all want our children to enjoy their presents but many parents don't realise the importance of getting the right safety gear, not just for bikes but for roller blades and skateboards as well.
"There are loads of styles and designs out there so there should be something to suit every child's taste".
In 2002, 52 child cyclists were killed or injured in Yorkshire and the Humber.
For more information, visit www.thinkroadsafety.gov.uk or www.hedgehogs.gov.uk