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Two years ago, ROTH ID TAG began with a simple but powerful mission: to help keep children safe. Today, as we celebrate this milestone, we’re filled with gratitude—and inspired by how far this journey has come.
What started as an idea has grown into something much bigger than we ever imagined.
Over the past year, we’ve reached incredible milestones together. More than 550,000 ROTH ID TAGs have found their way into the hands of families, helping provide peace of mind in everyday moments and unexpected situations alike. We’ve also built a network of over 1,000 community partners, including teachers, first responders, and organizations, who have embraced our mission and helped bring it into their communities.
This year also marked a major step forward in accessibility. ROTH ID TAG is now available in-store at Target, making it easier than ever for families across the country to find and trust our products when they need them most.
As we’ve grown, so has our ability to support families in more ways. With both our Original ROTH ID TAG and TRAVELER TAG, we’re continuing to meet families wherever life takes them at home, at school, on vacation, and everywhere in between.
None of this would be possible without the people who have believed in us along the way.
To the families who have chosen ROTH ID TAG, shared our story, and trusted us with something so important, thank you. Your support has fueled every step of this journey.
And to our community partners, your role in this mission cannot be overstated. Your willingness to advocate, educate, and share ROTH ID TAG within your communities has helped us reach families we never could have reached on our own. You are a vital part of the impact we’re making every day.
While we’re proud of everything we’ve accomplished over the past two years, we know this is just the beginning.
We remain committed to continuing our mission of expanding access, growing our community, and developing products that help keep families connected. The momentum we’ve built together has us incredibly excited for the future, and we can’t wait to continue this journey with all of you.
From all of us at ROTH ID TAG, thank you for being part of our story.
The ROTH ID TAG was created after tragedy struck our own family.
On December 23, 2022, Julie Roth, beloved wife and mother, was traveling with her two small children when they were caught up in a 47+ vehicle pile-up on the Ohio Turnpike. Julie and Edna Rose, the baby she was carrying, did not survive, but her two other children did.
Injured and afraid, Julie’s two toddlers waited many hours to see a familiar face while emergency responders worked to identify them and contact their father, who was at work. Thankfully, Ayla and Rory Roth are alive and well today. They are the true reason for the ROTH ID TAG creation.
