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More “Tainment” Than “Edu”

By Luyen Chou

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Remember those ubiquitous “Baby Einstein” videos?  A New York Times article today reports that twelve years since the introduction of the hit product, which netted nearly $200 million a year in revenues, Disney is taking the unusual step of offering refunds to anyone who bought the product.  The refund offer comes on the heels of overwhelming evidence that the product does not make good on its claim to make babies smarter – and that early exposure to television can actually have detrimental effects on child development.  A class action lawsuit was also in the works.

 

Perhaps the biggest open question is how so many otherwise rational, sane parents fell for this hogwash.  Did we really think that plunking babies in front of video images of the very toys and household objects they should actually be playing with would make them smarter – just because the images were set to a classical music soundtrack?  Or did we simply need some way to relieve our guilt for embracing a video sitter during our moments of parental exhaustion?

 

In any event, what will invariably go down as one of the odder chapters in consumer marketing history, we learn the lesson that the “educational” claim actually does resonate – very powerfully – in the marketplace.  Why the resulting dollars end up in Disney’s pockets rather than in our teachers’ and schools’ is another question altogether.

 

I’d love your thoughts on the Baby Einstein story!

 

 

Latest comment 10/30/2009 9:20 AM By Luyen Chou

4 Comments Add Comment

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10/24/2009 8:50 PMBy Pamela Moran
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10/26/2009 10:20 AMBy Luyen Chou
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10/29/2009 4:12 PMBy Hugh Osborn
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10/30/2009 9:20 AMBy Luyen Chou