Disney offers refunds for purchasers of Baby Einstein videos

October 27, 7:49 AMNY Education ExaminerLorri Giovinco-Harte

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In an atmosphere of pressure from consumer groups and a caution from The American Academy of Pediatrics,  The Walt Disney Company is offering refunds to those who have purchased "Baby Einstein" videos.

Consumer groups have long been challenging Disney's claims about the educational value of the videos and have brought several lawsuits against the company for what they see as false advertising. In 2006, one such lawsuit from the Campaign for a Commercial Free Childhood resulted in a removal of the word "educational" from marketing campaigns.

However, citing research from The American Academy of Pediatrics which concluded that television viewing by children under the age of two is potentially harmful and can result in problems with attention span, the group urged for more accountability. In 2008, the group threatened a class-action lawsuit if Disney did not offer full refunds for all purchases.

Times reporter Tamar Lewin, quotes lawyers from the group as  stating “The Walt Disney Company’s entire Baby Einstein marketing regime is based on express and implied claims that their videos are educational and beneficial for early childhood development." The lawyers assert that the claims are "false because research shows that television viewing is potentially harmful for very young children.”

As a result, Disney will refund $15.99 for up to four “Baby Einstein” DVDs per family, purchased between June 5, 2004, and Sept. 5, 2009. The series is a favorite among American families. A 2003 study found that one in three babies are watching a "Baby Einstein" video.

 Disney has posted an announcement on the Baby Einstein site which clarifies their motivation for the refund policy  and addresses the threatened class- action suit.  They write:

For the past several years, Baby Einstein has been under attack by propaganda groups taking extreme positions that try to dictate what parents should do, say and buy. Our philosophy has always been to focus on creating products that parents and babies love, and to not get sidetracked and pulled down into their street fight.

Unfortunately, with Susan Linn’s latest stunt, we cannot be silent any longer. Linn’s obvious dislike for Baby Einstein has now turned into a sensational, headline-grabbing publicity campaign that seeks to twist and spin a simple, customer satisfaction action into a false admission of guilt. This is clearly not the case.

To find out the particulars of how to obtain a refund, visit the site's parent guarantee page.