"Baby Einstein" ökar INTE barns intelligens!

For years we have been seeing "Baby Einstein" (so called educational) videos in toy shops throughout Sweden. But now, the Walt Disney Co. has set-up a refund program for its "Baby Einstein" videos for toddlers in response to challenges about the legitimacy of its educational claims. (Just a reminder, the "Baby Einstein" company was founded in 1997 by Julie Ainger-Clark, a mother and former educator, and was bought by Disney in 2001).

The company has started, from last month, offering cash refunds on any DVDs bought from June 5, 2004 to Sept. 4. (However, I believe this is valid only for US and Canada). Buyers can also exchange DVDs for a "Baby Einstein" book or music CD, or receive 25 percent off a "Little Einstein" product. The offer expires March 4.

The Campaign for a Commercial-Free Childhood, a Boston-based advocacy group, claimed "victory" Friday (2009-10-23) in its years-long battle to protect consumers from falsely believing the videos could, for example, teach words to babies under 2 years old.

I have never been a fan of "Baby Einstein" and in fact never bought any of their videos, neither for my children nor for my friends. However, one must admit that the marketing of Baby Einstein is genius, appealing to every parent’s desire to have a smart child. Probably many parents have "fallen" for the fantastic marketing and have forgotten that children DO NOT develop best from passively watching videos, but from interacting with their environment and loved ones. Playing with open-ended toys, such as blocks, exploring nature, reading books, etc. benefit children in ways a Baby Einstein product NEVER can. In fact, a research study reported on in Time magazine states:

"…with every hour per day spent watching baby DVDs and videos, infants learned six to eight fewer new vocabulary words than babies who never watched the videos. These products had the strongest detrimental effect on babies 8 to 16 months old, the age at which language skills are starting to form."

So, for those of you who have Baby Einstein videos home, send them back to Disney or just throw them in the recycling bin... and consider maybe buying simple-educational-natural-long lasting fun toys. And do not forget to play with your children!