1. OH,BABY

2. 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 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

3. 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

4. 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

5. what else do parents report? 68% of all children under 2 use screen media an average 2 hours 5 minutes per day 1 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 video 2 1 Kaiser Family Study 2003 2 Parent’s magazine survey 2002

6. market size and growth 19961999 $0 Baby Einstein & Brainy Baby Baby Genius Founded 2004…2001 Disney Baby Einstein 1997 SoSmart Founded Retail Sales Estimates $ Millions “At least 50% growth in the next few years Jim Silver, Publisher, The Toy Book $20 $75+

7. 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

8. 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

9. 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

10. OH,BABY