Recently, Disney, owner of the Baby Einstein products, offered a full refund on any of their products bought in the past 5 years after claims that the product was ineffective in actually making babies smarter. First of all let me say are you REALLY surprised that sitting your baby in front of a television didn’t double their IQ? Maybe if you feed them a Big Mac a day they’ll develop stronger muscles at an early age. But I digress…
I decided to check out the Baby Einstein website and I was very intrigued by what I saw. I had sort of expected there to maybe be a small blurb in the corner about the refund being available, maybe hinting at the situation, but not really explaining it. Well, Disney proved me wrong.
The first thing you see on the page is something saying “Baby Einstein sets the record straight on refund.” Booyah! Disney decided to put the situation out there and they proceed to explain “their side of the story.” In the release, they sort of try to come off as the victim in the whole situation, but I’m definitely a fan of how they were very up front with the whole situation.
Beyond actually addressing this situation, Disney’s actions to refund any product, no matter how beat up it is or how long your receipt has been in the landfill is a tremendous move. In a way, it shows that they still believe in the value of their product (they say they never claimed their product actually made children more intelligent) and believe that most customers will not opt for the refund. The name Baby Einstein remains pretty misleading, but maybe that’s on Disney’s “to-do” list.
The thing I’ll be interested to see play out is what will happen to Baby Einstein products now? Now that the education aspect of it has been put to rest, will people still want to use it as a pure babysitting tool? Personally, I think Baby Einstein will probably see a solid drop in sales, but this move is still a great way to ensure the Disney brand doesn’t walk out of this little tussle with bumps and bruises.
I’ll let some of you PR folk out there analyze the specifics of this, but what it came down to for me is too many times companies try to sweep things under the rug when things go awry and it’s very refreshing to see a company be up front with its customers like Disney has.
Can you think of any other examples where companies did a good job responding to a lawsuit or other potential crisis stemming from their product? What do you think of the PR move on Disney’s part? Let me hear what you think in the comments!
{ 8 comments }
My two year old still uses some of the signs she learned in the Baby Einstein DVD that hasn't been played in at least 9 months. Do I think her IQ is any higher because she retained 3 hand movements…No. Do I think Baby Einstein is a good product to use when you need a few minutes of distraction for a very young child – sure. I never expected this product to make my child more intelligent. I am a Marketer so maybe I understand to take some branding with a grain of salt. My perception of this brand was that it's a video production that is appropriate for a small child. I believe pace and subject matter won't overwhelm my baby when I play it for her.
I like their response (with the exception of the victim part). My toddler is now on to Little Einsteins and I love that they expose her to classical music and fine art. I do not expect her to be the next Beethoven or Picasso. It would be nice if she has an appreciation of the arts when she is older as a result.
I appreciate the products Disney offers to children. However, my child is my responsibility and my input needs to be the strongest influences in her life in her early years. If parents think sitting their kids in front of the tv will make their child intelligent, then we have a bigger problem than Disney's over-optimistic branding.
I personally think Baby Einstein is far surpassing in intelligent television than the likes of Barney and something that is apparently called The Wiggles.
My question, where's my refund on the public school education I got? Cause I didn't learn many lessons that rocked my world more than the shapes and words and classical music of Baby Einstein. I did, however, read copious amounts outside of school. I engaged in conversations with my elders from the time I could speak on about religion, politics, philosophies, etc. I took the building blocks that were afforded to me and challenged myself, along with the constant driving and developing of my parents.
I still remember my Mom tearing into my 8th grade parent/teacher conf with an English teacher at my new school and saying “Elisa has read every book you have on your reading list for the year, she read them in 5th and 6th grade. I want you to create a personalized reading list and Elisa will stay after school one afternoon every other week to work with you on more advanced literature.” Most would have thought it was punishment. I loved it.
In case you can't tell, I'm feeling for Disney because I am SO SICK AND TIRED OF THE STUPID LITIGIOUS SOCIETY WE LIVE IN. Really parents? You sat your kids in a swing for hours a day* watching the bouncing red ball and they aren't performing neurosurgery at the age of 6? I'm completely shocked and awed by this. COMPLETELY. I'm curious how they are testing for “intelligence.” Are they considering things like parental IQ, siblings, environment, phsyical attributes, mental and learning disabilities…any of the BAJILLION variables that come in to play with intelligence? Did you do anything to foster a love for learning in your children beyond an apparent dependence on some video?
I'm gonna create a study that shows that children that stick peas up their nose are destined for a career with a guaranteed 6 figure salary. I feel their curiosity, initiative, and self-sufficiency will serve them well in adulthood. I'll let you know the results.
Ok, I should probably stop now…
(* I mentioned my neice watches Baby Einstein, and parents I am fully aware of the 45 minutes of enraptured peace those videos offer caregivers. I'm hoping not many parents actually do the hours on end of the videos…)
Jayna, thanks so much for stopping by and commenting! It's great to get the perspective of someone who has actually used the product. I agree with you really on all accounts. If you think you can just sit back as the DVD makes your child a genius, then you have another thing coming to you. The way I see it is most of the time, if you didn't have the Baby Einstein stuff you'd be sitting them in front of TV shows like Sesame Street, so I don't see how it could necessarily HURT your child.
Your closing sums it up: there are bigger fish to fry if parents are genuinely mad this product isn't “working.”
But Elysa, how do you REALLY feel? Hehe.
Jayna, thanks so much for stopping by and commenting! It's great to get the perspective of someone who has actually used the product. I agree with you really on all accounts. If you think you can just sit back as the DVD makes your child a genius, then you have another thing coming to you. The way I see it is most of the time, if you didn't have the Baby Einstein stuff you'd be sitting them in front of TV shows like Sesame Street, so I don't see how it could necessarily HURT your child.
Your closing sums it up: there are bigger fish to fry if parents are genuinely mad this product isn't “working.”
But Elysa, how do you REALLY feel? Hehe.
Jayna, thanks so much for stopping by and commenting! It's great to get the perspective of someone who has actually used the product. I agree with you really on all accounts. If you think you can just sit back as the DVD makes your child a genius, then you have another thing coming to you. The way I see it is most of the time, if you didn't have the Baby Einstein stuff you'd be sitting them in front of TV shows like Sesame Street, so I don't see how it could necessarily HURT your child.
Your closing sums it up: there are bigger fish to fry if parents are genuinely mad this product isn't “working.”
But Elysa, how do you REALLY feel? Hehe.
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