Baby Einstein is in the news again. Disney is offering refunds for its Baby Einstein DVD series, which some have interpreted as a tacit admission that the DVDs are bad for babies’ development. Disney argues they are just standing behind their product and that their offer of a refund shows their faith in the video series. But with the recently released report by the Australian government advocating no screen time for kids less than two years of age, parents may be trying to sort out the facts from the fiction when it comes to baby DVDs.

Get up and grow

The report released by the Australian government, called Get up and Grow, is available for parents and childcare centres across Australia, and it recommends no screen time for children under two. It also recommends limiting the screen time of children 3-5 to less than one hour per day. That includes watching DVDs, television, and playing computer games. The recommendations are based on the fact that these activities can reduce the amount of time that babies have for social interaction and language development.

Limits on infants use of screen media

These recommendations should come as no surprise to anyone familiar with the American Academy of Pediatrics position, which advocates for similar limitations on the use of screen media. Both organizations encourage parents to find alternatives to screen time for their youngest children and limit the exposure of older kids. So what is the big deal about Baby Einstein?

Baby Einstein, grown-up controversy

The Baby Einstein DVD series has attracted a lot of attention, having generated hundreds of millions of dollars in revenue and more than a little controversy about its educational benefits. One of Baby Einstein’s most vocal critics over the years has been Susan Linn, a Harvard psychologist, author, as well as co-founder and director of the Campaign for a Commercial-Free Childhood. The CCFC filed a complaint with the Federal Trade Commission in 2006, but the FTC opted not to take any action after the Baby Einstein company willingly made changes to their website and said they would take appropriate steps to substantiate all educational claims in the future.

Baby Einstein no longer makes claims of educational gains on their packaging or on their website, but they are now fighting back on the internet. Baby Einstein has responded with a statement on their website suggesting that Susan Linn of the CCFC is on “a sensational, headline-grabbing publicity campaign” and stating that they make no educational claims about their products.

Was Einstein a genius?

While the Baby Einstein does not currently make any educational claims about its videos, the name itself is rather suggestive. In their newsletter to parents about this issue, Susan McLain, General Manager at the Baby Einstein company, writes that genius is not in their name, but by using the name of the famous theoretical physicist the implication is there.

What should parents do?

The AAP and the Get Up and Grow report recommend limiting the screen time of babies and toddlers in order to ensure that they have the opportunity to engage in stimulating play with real people. Children this young learn best from interacting with other people. Susan Linn argues that play is a crucial component of children’s development in her new book, The Case for Make Believe. Ultimately, it is the parents who will decide how their own children use screen media, so it is important that they make that decision an informed one. Read our article about resources that can help you make the right decision for your family. Visit the AAP website and read about the research on children and media.

What do you think?

We want to hear from you! How do you manage your child’s screen time? Do you own any Baby Einstein or other baby DVDs? Will you be sending your Baby Einstein DVDs back for a refund? Post a comment below and let us know what you think.