Baby Einstein Inanity
The Walt Disney Co. revealed last Friday it is escalating its refund program for its "Baby Einstein" videos in response to accusations about the legitimacy of its educational claims. The Mouse House is upgrading a customer satisfaction plan offering cash back on any DVDs purchased from June 5, 2004 to Sept. 4 of this year. Buyers can also swap the videos for a "Baby Einstein" book or music CD, or receive 25% off a "Little Einstein" product.
The "Baby Einstein" brand was founded in 1997 by Julie Ainger-Clark, a mother and former educator, and was bought by Disney in 2001. The Campaign for a Commercial-Free Childhood, a Boston-based advocacy group, has been hounding Disney for years to stop claiming its DVD's could teach words to babies under two years old, only to be steamrolled by the creator of Steamboat Willie.
Now they are reveling in their hard fought "victory" over the Mouse House.
Maybe Disney should have done some product testing beforehand. Clearly the videos didn't help Donald Duck with his speech. And we've never heard Pluto speak at all.