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Tell Disney's Baby Einstein: Show us the Evidence

Last week, a new study from the University of Washington found that infants who watch baby media may have a slower rate of language development. The study, part of a small but growing body of literature that challenges the marketing claims of the baby video industry, has been a major headache for industry leader Baby Einstein, whose success depends on fostering the belief that their baby videos are beneficial to infants.

Given the damage that's been done to its Baby Einstein brand over the past week, one would think Disney would be anxious to point to evidence that their videos really are beneficial for babies. But so far, not a peep. It's enough to make one wonder if Disney knows there's nothing Einsteinian about their baby videos.

Please take a moment to tell Disney to release research showing that Baby Einstein videos are beneficial to babies or publicly acknowledge that no such research exists.

Your message will be sent to Disney CEO Robert Iger.

July 30, 2010

Subject:

Dear Mr. Iger,

I am writing to urge you to release any research you have concerning Baby Einstein videos. The number one reason parents allow babies to watch television and DVDs is the belief that the programming is educational and/or good for brain development – a belief that has been fostered by The Baby Einstein Company. Yet a growing body of research suggests that baby videos have no developmental or educational benefits for infants and there is some concern that they may even be harmful. Parents deserve more than marketing hype when making the important decision whether or not to expose their youngest and most vulnerable children to screen media. Please release any research that you have concerning Baby Einstein -- or publicly acknowledge that no such research exists. Sincerely,
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