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Disney Admits that Baby Einstein Does Not Help Babies

Monday October 26, 2009

Categories: Commentary, Parenting, Understanding Media and Pop Culture
Disney, which had to drop the word "educational" from its marketing of Baby Einstein DVDs following complaints from the Campaign for a Commercial-Free Childhood (CCFC), has now had to back down further and offer a refund. The New York Times...
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Comments (11)
Filed Under: baby einstein, ccfc, DVDs, ftc, infants, new york times, susan linn
posted by Nell Minow @ 8:00am Permalink email icon Email This arrow Add to »
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Comments
jestrfyl
October 26, 2009 10:49 AM

Nothing replaces a parent reading to their child, singing lullabies (especially old rock tunes), and simply cuddling on the couch. No TV show, DVD, or computer program accomplishes a small fraction of everything that is gained by being within an arm's reach of a parent. Everything these DVD's "taught" is learned better, faster, and more effectively when taught by a loving, caring person.

So maybe The Mouse should market these to parents so they can then take the lessons to their children. Of course, they might have to lose the cheesy animation and silly style.

Alicia
October 26, 2009 2:35 PM

I couldn't agree more that "Baby Einstein" is a racket, Nell. As someone who grew up in the TV generation, I know how darned addictive it is, and have read the articles on how bad it is for children before the age of 2.

I'm glad Disney has been forced to back down, and hope they don't find some backhanded way to get around the consumers again.

Beth Herbert
October 26, 2009 5:33 PM

Nell, Thank you for discussing this. As a parent and children's librarian, I cringe every time I hear parents ask for these DVDs and others for infants. Small children should not be watching TV; they should be experiencing life.

Nell Minow
October 26, 2009 10:44 PM
http://blog.beliefnet.com/moviemom/

Thanks for all these comments; beautifully said. Beth, your last sentence should be embroidered on a sampler and hung in every kitchen in the world.

Amanda Hill
October 28, 2009 7:35 AM

I agree, children should be interacting with other children instead of watching television. I have nine of these movies bought by me or given to my children. How do I return four of these movies.

Nell Minow
October 28, 2009 9:21 AM
http://blog.beliefnet.com/moviemom/

Hi, Amanda! Here's the info:

To participate, you must have purchased a Baby Einstein DVD between June 5, 2004 and September 4, 2009.

If you are not satisfied with the Baby Einstein DVD you purchased during the period mentioned above, for a limited time beginning on September 4, 2009 and ending on March 4, 2010, you may exchange it for one of the following:

* One (1) Baby Einstein Book of your choice
* One (1) Baby Einstein music CD of your choice

- Or -

* One (1) coupon for 25% off the purchase of one Little Einsteins™ product. Redeemable with promotion code only at DisneyStore.com.

or you may return it, and we will refund the current retail value of the DVD ($15.99).

To request your DVD exchange or refund (limited to four (4) per household), you must follow the steps below for each DVD returned (note: you may return more than one DVD in the same mailing envelope, but you MUST include a completed mail-in certificate or completed 8½x11 sheet of paper for each DVD you are returning) :

1. Package the DVD, in its original DVD case (if available), into a suitable mailing envelope or package.
2. Include the completed (hand-printed) request form below or an 8½x11 sheet of paper with your signature, name, address, telephone number and email address.
3. Indicate the DVD title you are returning and date of purchase.
4. Check the appropriate box on the exchange/refund request form found below or write in on your sheet of paper your choice of :
(a) An exchange for one (1) Baby Einstein Book OR one (1) Baby Einstein music CD. Please write in the product name or title in the appropriate space found on the refund request form below OR on your sheet of paper;
(b) A coupon for 25% off one (1) Little Einsteins™ product purchased online at DisneyStore.com; or
(c) A refund.
5. Submissions must be postmarked by March 4, 2010.
6. Mail to:

The Baby Einstein DVD Guarantee/Upgrade Offer
P.O. Box 3200
Neenah, WI 54957-3200

Sandy Otto
October 28, 2009 5:29 PM

With the news that Disney is offering refunds for their Baby Einstein videos, parents may be more willing to keep their babies and toddlers away from the set. If they need more motivation, I suggest reading the book, The Big Turnoff: Confessions of a TV-Addicted Mom Trying to Raise a TV-Free Kid (Algonquin 2007) by Ellen Currey-Wilson. It’s inspiring and hilarious (better than your favorite sit-com), and sure to make any parent think twice about using the electronic baby sitter. The author also wrote a great piece about Baby Einstein videos a couple of years ago when the controversy was just beginning.

You can contact Ellen Currey-Wilson at ecurreywilson@gmail.com or visit her website.

Cheers!

Sandy Otto (a TV-free parent, or at least I was when my kids were little!)

Nell Minow
October 28, 2009 10:15 PM
http://blog.beliefnet.com/moviemom/

Thanks for this recommendation, Sandy! I admire Currey-Wilson's work.

Katie E.
November 16, 2009 6:08 PM
http://disney-discount.freehostia.com/

This is the first page I can add my comments about Disney. Is it normal?

Nell Minow
November 16, 2009 6:23 PM
http://blog.beliefnet.com/moviemom/

I welcome your comments, Katie. What would you like to say?

Katie E.
November 17, 2009 4:05 PM
http://disney-discount.freehostia.com/

I am looking for every good website with good discounts for Disneyland tickets.

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