1. Video Clip Website

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 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://www.depers.nl/wetenschap/348312/Geld-terug-bij- Baby-Einstein.html  http://commercialfreechildhood.org/actions/lettertoccfc.pdf http://commercialfreechildhood.org/actions/lettertoccfc.pdf  http://www.youtube.com/watch?v=- ZBIuqhE2Bk&feature=fvw http://www.youtube.com/watch?v=- ZBIuqhE2Bk&feature=fvw  http://www.youtube.com/watch?v=2yd1YckwpKI&feature= related http://www.youtube.com/watch?v=2yd1YckwpKI&feature= related  http://www.commercialexploitation.org/babyvideos/ftccom plaint.htm http://www.commercialexploitation.org/babyvideos/ftccom plaint.htm  http://daddytypes.com/2009/03/04/harvard_study_as_clos e_to_harvard_as_baby_einsteins_gonna_get.php http://daddytypes.com/2009/03/04/harvard_study_as_clos e_to_harvard_as_baby_einsteins_gonna_get.php  http://www.commercialexploitation.org/babyvideos/babyvi deocomplaint.pdf http://www.commercialexploitation.org/babyvideos/babyvi deocomplaint.pdf