Refunds being offered for Baby Einstein DVDs
Gerri Hunt -- Kids Today, 10/27/2009 7:41:00 AM
BURBANK, Calif. – Walt Disney Studios Home Entertainment is offering a refund or upgrade for anyone who purchased a Baby Einstein DVD between June 5, 2004 and Sept. 4, 2009.
Consumers who are not satisfied with their DVD can:
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Exchange it for a Baby Einstein book or music CD;
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Get a coupon for 25% off the purchase of one Little Einsteins product from DisneyStore.com; or
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Get a refund of $15.99, which is the current retail value of the DVD.
The deadline for submitting the request is March 4, 2010.
The refund/upgrade offer is being made following a complaint by a consumer group citing deceptive marketing practices. However, Baby Einstein General Manager Susan McClain, in a statement on the Baby Einstein’s Web site, said her company merely extended a refund policy that was already in place.
Susan Linn, with the Campaign for a Commercial-Free Childhood, filed the complaint and requested an investigation by the Federal Trade Commission in 2006. The CCFC alleged that the Baby Einstein Company deceptively marketed their videos for children less than two years of age as educational and beneficial for infant development.
The CCFC “asserted that the American Academy of Pediatrics recommends that television be avoided for children under two years of age because ‘research on early brain development shows that babies and toddlers have a critical need for direct interactions with parents and other significant caregivers… for healthy brain growth and the development of appropriate social, emotional and cognitive skills’.”
The CCFC’s complaint also targeted the Brainy Baby Company, and was later amended to include BabyFirst TV, a subscription cable TV channel.
The FTC replied that further research was needed on the effects of TV viewing by such young children; however, FTC Associate Director Mary Koelbel Engle did note that “both Baby Einstein and Brainy Baby have substantially modified their Web sites since the coalition filed its complaint.”
Engle also pointed out that both companies “agreed to take steps to ensure that any claims of educational and/or developmental benefit for children under the age of two are adequately substantiated.”
The FTC made no recommendations of further action on the complaint.
“Linn’s moves are carefully crafted to prey on parental guilt and uncertainty,” McLain states. “[She asked the FTC] to go after Baby Einstein because, she said, we claimed that Baby Einstein was educational. But we do not make any such claim – and the FTC brought no action.”
McLain goes on to say Baby Einstein believes its consumer find value in the product, and decided to leave it up to those consumers.
“That is why we extended a refund policy that was already in place,” said McLain, adding that a press release on the refund was distributed on Sept. 4. “Although she would like to claim otherwise, there is nothing extraordinary about a company’s willingness to stand behind its product. To the contrary, it is the strongest possible show of confidence in it.”
For inquiries, including if consumers believe they purchased their Baby Einstein DVD for a different amount, call 1-800-793-1454 (Prompt #5) or e-mail customerservice@babyeinstein.com.
For more information on the refund/upgrade, or to print out the required form, click here.
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