Disney is giving consumers who purchased Baby Einstein DVDs their money back.
Disney is offering a full refund of $15.99 to anyone who purchased a Baby Einstein DVD between June 5, 2004 and Sept. 4, 2009. Consumers can also exchange the DVDs for Baby Einstein books, music or a 25 percent off coupon.
The Campaign for a Commercial-Free Childhood alleged the offer is a result of a complaint that was filed with the Federal Trade Commission regarding Baby Einstein’s marketing claims. The CCFC filed the complaint in 2006, citing the fact that there is no credible evidence that screen media can educate infants. Soon after, Disney removed the educational claims from Baby Einstein products.
A Baby Einstein rep said the offer is unrelated to the complaint and noted the FTC had closed its exploration into the allegations shortly after the allegations were filed. Instead the offer is part of an upgrade package related to the launch of its new parents guide.
“We are truly disappointed in the dissemination of this revisionist historical perspective by the former producer of Willoughby’s Wonders a children’s program that went off the air in 1996," said Susan McLain, general manager of The Baby Einstein Company. "The Baby Einstein Company has always strived to deliver the best product for its consumers and that will always be our mission.”
CCFC director Susan Linn said the refund is a victory. “It’s a wonderful opportunity for parents who mistakenly thought baby videos were educational. We hope other baby video companies will follow suit.”
Related: Watchdog Group Calls for Baby Einstein to Change Name