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When asked about lanyards, Bernard Friedman, president of Sonoma Promotional Solutions, Sonoma, Calif., mentioned a growing concern his company is addressing—safety. “Lanyards with a safety reflective coating are getting popular,” he affirmed. The safety of lanyards is an issue that is becoming more important to end-users, as well. Friedman brought up an important fact: “Lanyards normally don’t stretch. If snagged on an object, they can transfer a great deal of force before the material tears.” To deal with this concern, Sonoma Promotional Solutions introduced a specialty line of “breakaway lanyards” that fasten securely during normal use, but release when presented with sufficient force. “End-users that tend to be active, such as food-service personnel, security, and certainly trade-show exhibitors and attendees, should seriously consider this important option,” noted Friedman. Keeping all of this in mind, distributors will find extending into new markets with quality lanyards won’t be a problem anytime soon.