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BABY EINSTEIN

BABY EINSTEIN. Website. Video Clip. Baby Einstein. Walt Disney multimedia products for children ages 3 months to 3 years old Revenues – 200 million dollars last year and had a 90% market share in past decade. Baby Einstein.

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BABY EINSTEIN

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  1. BABY EINSTEIN Website Video Clip

  2. Baby Einstein • Walt Disney multimedia products for children ages 3 months to 3 years old • Revenues – 200 million dollars last year and had a 90% market share in past decade.

  3. Baby Einstein • 49 percent of parents believe educational videos are “very important” in the intellectual development of children • Owned by 27% of young children • Complaint by Campaign for a Commercial-Free Childhood at US Federal Trade

  4. Baby Einstein • DadLabs • U Dub press release • Disney’s response

  5. Baby Einstein • American Medical Association (AMA) • Findings: • As time watching TV increased, scores on educational tests decreased • TV viewing leads to reduction of sleep

  6. Baby Einstein • A Harvard Medical School study found: • TV viewing by infants does not improve a child’s language skills • with increased TV time, cognitive testing scores were lower • no harm is caused by screen time

  7. Baby Einstein • Disney’s refund – Because of the complaints against Walt Disney, they are now offering a refund, which were taken in use on October 27, 2009. • Website changes – Furthermore the complaints lead to a redesign of Baby Einstein’s website.

  8. Questions for the Class • Who thinks television may harm infants and toddlers as it displaces activities with proven developmental benefits, such as social interaction and traditional play...? • Do you think this issue negatively effects Disney’s image? • Any other comments…?

  9. THANKS

  10. Sources • http://www.depers.nl/wetenschap/348312/Geld-terug-bij-Baby-Einstein.html • http://commercialfreechildhood.org/actions/lettertoccfc.pdf • http://www.youtube.com/watch?v=-ZBIuqhE2Bk&feature=fvw • http://www.youtube.com/watch?v=2yd1YckwpKI&feature=related • http://www.commercialexploitation.org/babyvideos/ftccomplaint.htm • http://daddytypes.com/2009/03/04/harvard_study_as_close_to_harvard_as_baby_einsteins_gonna_get.php • http://www.commercialexploitation.org/babyvideos/babyvideocomplaint.pdf

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