Brainier Babies?

Abstract

The Campaign for a Commercial-Free Childhood (CCFC) had been arguing for years that videos targeted at small children had no educational or brain-development value, and were potentially harmful to child development.  Over the years, Baby Einstein, the market leader in videos targeted at children under three, had removed any educational references from its advertising, packaging, and websites, and had also removed most testimonials from its website.  In September 2009, Baby Einstein offered a refund to anyone who had purchased its products in the past five years, and indicated that the move reiterated its strong commitment to consumers and its products.  This move clearly put the ball back in the CCFC’s court, as it had to decide if, and how, it might proceed in its efforts against videos targeted at small children.