A comprehensive resource for safe and responsible laser use
The laser-projected image appears to be formed by a holographic diffraction grating, similar to those used in “caps” on laser pointers to make simple logos such as faces, dollar signs and other graphics:
Blaze’s inventor, Emily Brooke, put the product on Kickstarter in November 2013 and reached its funding goal within 27 days. The initial cost of a Blaze is £60 (USD $96).
A description at Kickstarter states that when Blaze is off of its bracket on the bicycle, the laser cannot be turned on, as a safety measure. The internal laser will be a “more powerful module than you’d typically find in a laser pointer”. However, because the beam is spread out by the optical element, it will be a Class 2 laser product with human access safety equivalent to a laser pointer that is less than 1 milliwatt.
She also notes that the laser is aimed down onto the road so it will not dazzle drivers.
UPDATED -- October 27 2014: Blaze is out of Kickstarter and is a product. The new website is at Blaze.cc. According to the website, as of October 2014 the company has sold 3,000 Blaze laser bike lights. The final cost is $200, shipped anywhere worldwide. The laser is a direct-diode green laser, not a DPSS. It is said to be “retina safe.”