Disney’s Baby Einstein videos are no more educational than crayons are nutritious.
The company is offering refunds to anyone who has purchased their insanely popular videos, arguably caving under the pressure of a complaint to the US Federal Trade Commission by the Campaign for a Commercial-Free Childhood. The CCFC filed the complaint back in 2006, based on the lack of credible evidence that screen-based media can educate children under two. It wasn’t long before Disney removed educational claims from their Baby Einstein products.
Millions of parents must feel like they’ve been taken for a ride by the media conglomerate. Baby Einstein owns about 90 percent of the baby-targeted media market; roughly one-third of all babies have at least one of the products.
From the CCFC press release:
“We thought that families deserved better,” said Dr. Alvin F. Poussaint, a psychiatrist at Judge Baker Children’s Center and member of the CCFC Steering Committee. “Marketing of baby videos plays to parents’ natural tendency to want what is best for their children. We believe that in response to our advocacy, Disney is now offering a full refund to parents who bought Baby Einstein videos.” The American Academy of Pediatrics recommends no screen time for children under the age of two.
For its part, Disney refutes the claims, arguing that “Baby Einstein has been under attack by propaganda groups.” There’s nothing quite like using the imagery of extremists assaulting nerdy infants to divert attention from embarrassingly false advertising.
Update: If you’re a Canadian stuck with one of these DVDs, you’re out of luck, unless you purchased it in the past 60 days. Disney has decided that their recall… er, refund program only covers the United States.
“We have no obligation to make history.
We have no obligation to make art.
We have no obligation to make a statement.
To make money is our only objective.”
— Michael Eisner, CEO, The Walt Disney Co., Internal Memo
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{ 9 comments… read them below or add one }
Well they may not be "IQ uppers" but the dvds along with the puppets and toys are well planned out and are an enjoyable experience for infants and toddlers when presented by a loving family. I don't think we should throw out the baby with the dirty bath water. Early positive inputs presented lovingly will certainly put your toddler a step ahead of the pack in my opinion.
Thanks for your feedback, John. Regardless of whether the videos are educational, entertaining, both or neither, there is the belief, strongly supported by research, that <a href="http://www.canada.com/health/kids+under+Canada+pediatricians+advise/2151559/story.html">children under two should not be watching television, period. Disney hasn't been the only one to suffer criticism. Sesame Street recently faced opposition over their <a href="http://en.wikipedia.org/wiki/Sesame_Beginnings#Controversy_and_criticism">Sesame Beginnings series, which is targeted towards infants.
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The Disney CEO quote put at the bottom of this article makes me think you're only after shock value and bias. Though you're entitled to opinion, you should always seek after truth.
Thanks for your feedback, John. Regardless of whether the videos are educational, entertaining, both or neither, there is the belief, strongly supported by research, that <a href="http://www.canada.com/health/kids+under+Canada+pediatricians+advise/2151559/story.html">children under two should not be watching television, period. Disney hasn't been the only one to suffer criticism. Sesame Street recently faced opposition over their <a href="http://en.wikipedia.org/wiki/Sesame_Beginnings#Controversy_and_criticism">Sesame Beginnings series, which is targeted towards infants.
I've watched them with my little "grands" and find they are absolutely enjoyable, the puppets, bright colours and movements are well done! Great DVD's!!
CEO Disney quote is obviously a hype factor, what a great employee — must have a chip on their shoulder!!
From what I have read those studies that concluded that television viewing is harmful to infants were quite informal telephone surveys and are not recognized as scientific evidence. Further they spoke about TV viewing in general, with the advertisements etc. and not educational videos.
While I may be convinced that the Baby Einstein videos may have little educational value, I find it hard to believe that they are in any way harmful to children.
Also about the CEO’s comment – common, give the guy a break. He was being truthful. That’s the main motive behind any honest business. The good news is they have still managed to make some art and history along the way!
These so called conned parents should be ashamed of themselves thinking that a video would make their babies smart. Involvement is the main key to success. Talk to your child, play with your child, read to your child and teach your child that is how they will become their own "little Einstein"
Although I was a little bit shock with the internal memo, I still do think that the dvd doesn't do any harm to our kids. It's entertaining although with so little educational value. It is our responsibility as parents to educate our child.