Baby Einstein Video Refund

The Walt Disney Company is offering refunds to any parent who purchased a Baby Einstein video between June 5, 2004 and September 4, 2009, retracting the claim that the DVDs are educational for babies and might make them smarter.

Baby Einstein, acquired by Disney in 2001, was founded in 1997 and includes a full line of books, toys, and DVDs, making it one of the first companies to market electronic media for babies and toddlers. The DVDs in question are productions with puppets, bright colors, music, and few words. They became so popular that a study conducted in 2003 found that one-third of all American babies ages 6 months to 2 years had at least one Baby Einstein video.

Three years ago, the Campaign for a Commercial-Free Childhood (CCFC) filed a Federal Trade Commission complaint, claiming Disney falsely implied the DVDs had educational value and a beneficial effect on early childhood development. The CCFC cited a study that associated television exposure between the ages of 1 and 3 with attention problems by the age of 7. Indeed, the American Academy of Pediatrics recommends no television for children under the age of 2.

After the complaint was filed, Disney removed the word "educational" from their marketing campaigns. The CCFC continued to pressure Disney and threatened a class action lawsuit if the company didn't agree to reimburse customers who had bought a Baby Einstein video in recent years. Disney complied, with the caveat that they weren't offering a refund for the video, but merely extending a refund policy that was already in place for unsatisfied consumers.

For parents interested in getting reimbursed, Disney will refund $15.99 for up to four Baby Einstein DVDs per household. The DVDs can also be traded in for other Baby Einstein products or Disney Store coupons. The refund does not require a receipt, and extends until March 10, 2010. For full refund guidelines, visit the Baby Einstein website.