Disney and their now-disastrous Baby Einstein venture are back in the news as parents in California pursue a class-action lawsuit claiming a violation of the the California Consumers Legal Remedies Act.

The lawsuit (pdf) states that the recent Baby Einstein refund is not adequate compensation for the false and misleading claims made by Disney while marketing the Baby Einstein products. Instead, plaintiffs say, Disney should:

1. Cover the real cost of the videos, including tax (current refund is for $15.99 per DVD);
2. Extend the refund to purchases made before 2004;
3. Cover shipping and handling to return the DVDs; and
4. Eliminate the 4-refunds-per-household limit.

Seems quite reasonable. Oh! And, it’s the law.

In other Disney news, they’ve banned cadmium in an Disney-branded products after a recent necklace recall. While they’re at it, they might want to check out a few other products from manufacturers that have benefited from the Disney marketing machine, like play yards that could suffocate baby, shoes with choking parts, toy magic wands excessive lead paint, and jammies with handy burn hazards.

After all, they have their reputation to protect.

Image courtesy ChuckHolton

Somehow I survived my once-a-year trip to a mall and even had the joy of discovering a new Disney Princess product:

Copy reads: Do not apply “ . . . to nails that are thin, damaged or infected. For children ages 5 +.”

Most five-year-olds’ nail are naturally thin. I would not want to be around when those things have to come off, either during normal bath time or by accident, when the little princess tries to actually play (except the sit-on-a-chair-like-a-princess-and-don’t-move-for-hours-game).

Ouch.

The smart parent should take their daughter to this salon in Texas, which recently installed special chairs for children:

For cute! But the French manicure costs extra!

Kudos to all the smart parents who knew that Baby Einstein videos would not make their babies smarter:

If anyone believed Disney had cued into a magic, painless way to create babies guaranteed to test into the Gifted and Talented Education program by third grade, their children’s bigger problem wasn’t in how many videos they watched, it was in their parents’ DNA.

Moms and Dads who fell for Disney’s marketing must be really stupid, boy, because even Disney knows they never claimed Baby Einstein was educational.  I mean, just because something is providing learning opportunities doesn’t mean it’s educational:

Our videos — we call them ‘Video Board Books¨ — combine age-appropriate visual stimulation with developmentally important sounds, such as foreign language, poetry and classical music. Unlike traditional entertainment programming, our Video Board Books are designed to provide both quality learning opportunities based on sound teaching practices and unique viewing enjoyment.

That doesn’t mean they’re educational! Duh!

Or who would possibly believe silly marketing copy that claims Baby Einstein products are backed up by research?

Research has shown that humans acquire knowledge through three channels of learning — seeing, hearing and doing. We develop products in various media, such as video, audio, print and toys that offer a range of visual, auditory and tactile experiences.

And what dummies would fall for statements such as Baby Einstein contributes to increased brain capacity – especially if they appeared in a company press release. Sheesh!

And since the FTC brought no action against Baby Einstein, intelligent parents can clearly see that Disney was never making false claims and therefore, their marketing wouldn’t change at all.

Upon careful review of the matter, including non-public information submitted to the staff, [the FTC] determined not to recommend enforcement action at this time. Among the factors we considered are changes made recently to the Baby Einstein website — the removal of numerous testimonials that had previously appeard on the website and changes in the descriptions of certain videos marketed for this age group — as well as Baby Einstein’s representations that the company will take appropriate steps to ensure that any future advertising claims of educational and/or developmental benefit for children are adequately substantiated.

Who exactly are these bozo parents who thought that Baby Einstein videos would be educational, even though, of course, no one ever suggested that they might be?

Many, it turns out, were the parents surveyed by Andrew Meltzoff, when he was trying to find out if parents really did use the television “as a babysitter.” According to Bronson and Merryman’s NurtureShock:

In that study, parents did confirm that some babysitting was going on, but the main reason infants were watching television — especially videos such as those in the Baby Einstein and Brainy Baby series — was because parents believed the programs would give their children a cognitive advantage.

“We had parents with kids in front of the TV for as many as twenty house a week ‘for their brain development,’” recalled Dr. Andrew Meltzoff . . . . ”Parents told us that they couldn’t provide  much for their children, and that troubled them, so they had saved up and bought the videos hoping that would make up for everything else. . . . They said they thought that  was the best thing they could do for their babies.” (p. 200)

 Morons.

Read also: Let’s stop being babies about Disney’s Einstein videos and  Baby Einstein controversy: What parents need to know

Image via daddytypes

A thrilling success for CCFC:

Parent alert: the Walt Disney Company is now offering refunds for all those “Baby Einstein” videos that did not make children into geniuses.

They may have been a great electronic baby sitter, but the unusual refunds appear to be a tacit admission that they did not increase infant intellect.

My super-short history of the Baby Einstein video saga.

See how this advocacy thing works?

And remember when Change.org pointed out that even though it says so on the box, Fruit Loops aren’t healthy? And now, after the FDA agreed, Kellogg’s is going to stop saying that.

See? Isn’t this fun?

Let’s continue with Scholastic. Not the old Scholastic problems, but a new one: Scholastic bans book because author refuses to change same-sex parent characters into heterosexuals.

May be time to write Scholastic or, better yet, reconsider that Scholastic book fair at your child’s school. See CCFC’s Guide to Commercial-Free Book Fairs.

The Target Corporation is tossing more of their five-percent-of-revenues back to our community in the form of the Target Children’s Book Festival ”to help foster children’s love for reading as a fun and recreational activity.”

“Target understands the importance of cultivating a love of reading in children at an early age,” said Laysha Ward, president, community relations, Target. “By taking advantage of this free, local event, Twin Cities-area families will be able to share a fun and educational experience together.”

Target also understand the importance of using an “educational” event to encourage kids to watch more television. And to want more stuff. From Target.

At a glance, the September 12 event at Three Rivers Park District’s Hyland Lake Park Reserve appears to be a fun afternoon in the park, celebrating books and listenting to live kids’ music.

Upon closer inspection:

Two of the events feature Nickelodeon brands: Characters from Yo Gabba Gabba! and Jade-Lianna Peters, voice of Kai-lan on Ni Hao, Kai-lan. I can only guess that Peters must be a Hannah Montana in the making. There’s no other reason for her to be appearing at events except to promote future Nickelodeon brands. Nickelodeon means, of course, lots of associated brand toys and products — conveniently available at Target — and extensive branded websites for kids, complete with ads for other products and more shows with their own products.

Another event not even remotely connected to books is the title character from Disney Playhouse’s Choo-Choo Soul. Disney: The juggernaut of marketing to kids. Somehow, when I think of Disney, I don’t picture a parent and child quietly reading together.

Most questionable in the lineup may be Hip Hop Harry, a character from Discovery Kids network. If kids want to learn more about Harry online after the event, they’ll find his website features a banner ad with a bouncing pink-wrapped present and the words This mystery gift could be yours! Click here to see what it is! The click leads to an ad offering TWO FREE IPOD NANOS. (Note: Since writing the draft of this post, this banner ad has changed. So you’ll have to take my word for it.)

I know that criticizing a corporation that funds community programs — especially Target — is looking a gifthorse in the mouth.

But if Target wants us to take their community outreach seriously, they probably shouldn’t be encouraging children to watch television at an event meant to get kids to read. Because children who watch more television have lower reading comprehension scores over time than those who watch less. (Source).

An alternative for September 12: Play in a local park. Sing. Go to the library. And read to your kids.

Photo courtesy echoforsberg.

From MediaPost’s Around the Net in Brand Marketing:

Kids start talking about what they like at age 3 and that’s when you should start marketing to them, Lisa Mancuso, Fisher-Price’s SVP of marketing, tells Vivienne Manning-Schaffel. That’s not to say that mom is out of the equation — of course not, she controls the purse stings — but she doesn’t have a lot of extraneous time or money in this day and age. It’s more efficient to consult with the child and let them make the buying decision in categories that are appropriate, points out Dave Siegel, president of Wonder Group and co-author of Marketing to the New Super Consumer Mom & Kid.

From Amy Jussel’s interview with Jean Kilboune, as they discuss Miley Cyrus’ pole dance at the Teen Choice Awards:

First of all, sexual images aren’t meant to sell our children (or us!) on sex, they’re intended to sell us on shopping. . . . marketing insecurities for profit is nothing new, marketing provocative sayings on childrens’ clothes, skimpy thongs, padded pushup bras, Barbie bustiers and Bratz dolls with cocktails and hot tubs for pre-pubescent kids IS new.

And a Wal-Mart ad, via Claire Mysko: 

Girl version with Mom voiceover: “I can’t go to school with her. I can’t introduce her to new friends.” Cut to girl nervously asking “Can I sit here?” to a group of girls sitting together at lunch. “Sure, I like your top!” one of them answers. “Or tell everyone how amazing she is. But I can give her what she needs to feel good about herself without breaking my budget. All she has to do is be herself.” Cut to smiling girls walking arm-in-arm down the hallway.

Drop everything and go immediately to join CCFC’s letter-writing campaign to tell toy makers to stop targeting kids this holiday season. I know the economy has already caused riffs in our home about what we can afford — and my kids rarely see televison commercials.

. . . Even though experts predict parents will spend less on toys and gifts this year, marketers are still planning their usual holiday ad blitz to kids.

It’s never fair for corporations to bypass parents and market directly to children.  But with parents everywhere worried about making ends meet, it’s especially cruel to bombard children with ads for expensive toys and electronics.

Your letter will go to: Mattel, V-Tech, Leap Frog, Hasbro, Spin Master, Jakks Pacific, Techno-Source, MEGA Brands, MGA Entertainment, LEGO, Activision Blizzard, Thinkway Toys, ThinkFun, Electronic Arts, Ganz, Oregon Scientific, Disney, Playmates Holdings LTD, Nintendo, Take-Two Interactive, Microsoft, KMart, Walmart, Target, and Toys R’ Us.