Reported by: Erika Edwards
NBC
Note to parents, it appears Baby Einstein videos will not, in fact, turn your kids into Ivy League school grads.
Not that anyone really thought they might, including the company that makes them.
What was once considered a must-have item for many new parents, baby Einstein videos have taken quite a beating from doctors who see firsthand the effects of media on young children.
"There seems to be some evidence that there are actually delays in language acquisition by children who use these videos," said Michael Rich of Boston’s Children’s Hospital.
That research fueled the fire of a group called the "Campaign for a Commercial-Free Childhood."
It threatened Baby Einstein’s parent company, Disney, with a class-action lawsuit for what it called "implied claims that their videos are educational."
"You don't even have to say 'this is educational for your child.' you can imply it, and in fact, the very title of these products implies that it's going to make your baby like Einstein," said Rich.
A statement on the Baby Einstein website says the company makes no "education" claims, but has expanded a policy to offer full refunds on DVD’s.
So parents can get their money back, but not the time.
Doctors say some parents use the DVD’s more for electronic baby-sitting than education.
"Baby Einstein is in no way the enemy," said Chris Byrne of timetoplaymag.com
Toy marketing experts say one of Baby Einstein’s biggest messages has been to encourage parents to interact with their children while using the products.
"A lot of times when parents are encountering marketing, they look at it and they project their own hopes and desires onto the marketing -- even if it's not what the marketing message was," Byrne said.
It’s a lesson parents and kids can learn together.
Each household can return up to 4 Baby Einstein DVD’s purchased between June 5, 2004 and September 5, 2009.
The company will refund $15.99 for each DVD.
For more information on how to get your check visit www.babyeinstein
