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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
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
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
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
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
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

what s out there
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
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
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