There was a time when a simple mobile or a brightly colored set of blocks would prove fascinating to a baby. With each generation new parents are always looking for ways to help their babies learn andgrow in the best way possible. The way we raise our children is different today than when we were growing up. The same thing can be said going back each generation. There are some child rearing tactics that are better left in the past, however not all knowledge passed on from our grandmothers is outdated. Parents who purchased Disney’s Baby Einstein videos between June 2004 and September 2009 have been offered a full refund for their purchase. Baby Einstein DVD’s can be traded for a CD, book or discount of 25% on new Baby Einstein Products. Parents who have any of these products and are interested in taking advantage of this offer must do so by March 4, 2010.

So what is all the fuss about? Is their lead paint used somewhere on the product? Does the packaging have small pieces that pose a choking hazard? Toxic chemicals released into the air when the product is played? No, none of these issues are behind the refund. In short, the Campaign for a Commercial-Free Childhood (CCFC) feels the videos do not live up to Disney promises and basically amount to false and deceptive advertising. It is recommended that children under the age of two not watch television at all according to the American Academy of Pediatricians. With that in mind, the CCFC feels Baby Einstein videos may actually have a negative impact on intellectual development.

Baby Einstein, in response to the CCFC’s complaint, has addressed and corrected any issues in regards to marketing materials. They also agreed to remove testimonials made by parents on their website. As a result of these actions, the FTC decided to no longer pursue the matter further.

Disney and Baby Einstein have taken action to address issues brought up by the CCFC, however they are not fading quietly into the woodwork or admitting they have done anything wrong.

I’m sure there are supporters for both sides of this story, however the main focus should be on the babies who may or may not have been developmentally harmed. Babies are new to this crazy world in which we live and most people will eventually agree, should be allowed to soak up their environment on their own terms. There will be plenty of time for educational or entertainment videos once they are old enough to work the remote. Parents who purchased Baby Einstein videos should not feel guilty for trying something new. What is considered safe today might be proven harmful in five years and vice versa. A mother myself, I believe at the end of the day we the parents have the qualifications necessary to recognize and react to the needs of our children. We determine the environment in which they live and what opportunities are beneficial as they age. Can babies learn from videos? Could they learn as much simply observing their world?  Does watching TV cause long term harm?  I don’t know the answers but I do believe children today are losing more and more of the childhood innocence once enjoyed by previous generations. I hope manufacturers and parents do not feel the need to rush our children through the first years of life when simple things still hold magical appeal. Reality and the lessons of life will come all to quickly on their own.

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