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OH,BABY. the spawning of a market. 1980 study reports newborns prefer stories read to them in womb 1994 study reports fetuses have intelligence and receptivity for learning 1995 Small Fry Productions introduces: BRAINY BABY, LEFT BRAIN; BRAINY BABY RIGHT BRAIN
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Presentation Transcript
the spawning of a market
1980study reports newborns prefer stories read to them in womb
1994 study reports fetuses have intelligence and receptivity
for learning
1995 Small Fry Productions introduces: BRAINY BABY, LEFT BRAIN; BRAINY BABY RIGHT BRAIN
1996 BABY EINSTEIN founded
1997 Mozart Effect published; SO SMART founded
1998 Georgia gov. Zell Miller distributes “Build Your Baby’s Brain through the Power of Music” to every newborn in state
1998 Teletubbies airs in US
1999 Genius Products introduces BABY GENIUS line
2000 BabySmart founded to serve Latino market
2001 Disney acquires Baby Einstein
2003 AAP says no TV under 2
2004 Fisher-Price, Nickelodeon enter market
2004 study suggests link between TV/ADHD
what do parents think about babies and tv?
Q: Do you think it's okay for babies to watch TV?
No, young children need more active stimulation 29%
Yes, TV isn't the bad guy it's made out to be 53%
Absolutely, the Teletubbies are a mom's best friend 18%
responses=59059
babycenter.com poll, 2004
what do parents think about toddlers and tv?
Q: Do you think it's okay for toddlers to watch TV?
No, young children need more active stimulation 20%
Yes, TV isn't the bad guy it's made out to be 61%
Absolutely, the Teletubbies are a mom's best friend 20%
responses=39784
babycenter.com poll, 2004
what else do parents report?
68% of all children under 2 use screen media an average
2 hours 5 minutes per day1
no evidence that TV watching displaces other activities among children 3 and younger. 1
parents were "more likely to see positive than negative behaviors being copied" from TV. 1
69% of parents are very or somewhat likely to buy a baby video2
1 Kaiser Family Study 2003
2Parent’s magazine survey 2002
market size and growth
“At least 50% growth in the next few years
Jim Silver, Publisher, The Toy Book
$75+
Retail Sales Estimates
$ Millions
$20
$0
1996
1997
SoSmart
Founded
1999
2001
Disney Baby Einstein
2004…
Baby Einstein &
Brainy Baby
Baby Genius
Founded
Baby Einstein
Baby Genius
So Smart Baby
Brainy Baby
Math Baby
French Baby
Nature Baby
Music Baby
…
Mozart effect/classical music
Content-based imagery (nature, ocean, animals, etc.)
Academic skills
what’s out there?what does the research say?
Pre-nates learn and remember
Imitation occurs within the first few days
after birth
Infants as young as 5.5 months, when viewing dynamic events showed greater attention and memory for actions vs. faces
Infants as young as 6 months remember and can imitate processes seen in research videos 24 hours later
12 month olds remember with 1 week delay
18 month olds remember with 1 month delay
24 month olds remember with up to 3 month delay
where do we go from here?
Comprehensive review of research on infant learning
Longitudinal studies of media impact on young children
Coordination of content goals of media and what we know to make sense
