Baby Einstein DVD customers are offered refund by Disney

October 24, 2009 by Baby Chums
Filed under: News, Product News

Disney is giving customers who purchased Baby Einstein DVDs their money back, in a victory claimed for parents by the Campaign for a Commercial-Free Childhood, “who mistakenly thought baby videos were educational”.

To all appeareances this seems to be an admission by Disney that they did not increase infant intellect.

A full refund of $15.99 is being offered by Disney to anyone who purchased a Baby Einstein DVD between June 5, 2005 and Sept. 4, 2009. You can exchange upto four DVD’s and no receipt is required. Customers can also exchange the DVDs, including popular titles like, “Baby Mozart,” “Baby Shakespeare” and “Baby Galileo” for books, music or a 25 percent off coupon other Baby Einstein products.

Baby Einstein, acquired by Disney in 2001, has a full line of books, toys, flashcards and apparel, along with DVDs. The DVD’s feature music, puppets, bright colors, and not many words. According to a 2003 study, a third of all American babies from 6 months to 2 years old had at least one “Baby Einstein” video.

The Campaign for a Commercial-Free Childhood alleged the offer is a result of a complaint that was filed with the Federal Trade Commission about Baby Einstein’s marketing claims. The CCFC filed the complaint in 2007, citing the fact that there is no credible evidence that screen media can educate infants. Soon after, Disney removed the educational claims from Baby Einstein products.

CCFC director Susan Linn claimed the refund as a victory for parents. “It’s a wonderful opportunity for parents who mistakenly thought baby videos were educational. We hope other baby video companies will follow suit.”

The American Academy of Pediatrics recommends no screen time at all for children under 2.