All Baby Einstein products, including its video line, are designed as interactive tools for parents to use with their babies. Since the debut of the very first title, Baby Einstein videos/DVDs were developed with the idea of creating a "digital board book," allowing a parent to have two free hands while enjoying and experiencing the video with their little one – leaving their hands free to clap, point to objects and interact with their baby.
The Baby Einstein Company believes, along with the child development experts with whom we have consulted, that parent-child interaction is one of the most critical elements to the development of a healthy and happy baby during the first three years of life. Baby Einstein products are not designed to make babies smarter. Rather, Baby Einstein products are specifically designed to engage babies and provide parents with tools to help expose their little ones to the world around them in playful and engaging ways — inspiring a baby's natural curiosity.
That being said, The Baby Einstein Company is aware of the ongoing discussions regarding children and television viewing, particularly as it pertains to infants under the age of two years old. And, while we respect the American Academy of Pediatrics, we do not believe that their recommendation of no television for children under the age of two reflects the reality of today's parents, families and households – for example, a recent Kaiser Family Foundation study found that 68% of all babies under two years old watch screen media on any given day. The Baby Einstein Company believes that when used properly, developmentally-appropriate video content can be a useful tool for parents and little ones to enjoy together.
Key to our perspective is our belief that parents/caregivers play a critical role in defining the "appropriate use of television." The Baby Einstein Company has built its reputation on creating developmentally appropriate content that parents/caregivers know they can trust to use with their little ones, and it is our responsibility to continue providing them with superior products they can feel good about using with their children. We also believe it is up to parents/caregivers to make decisions on what they feel is appropriate for their children — and that includes whether or not they choose to use television, how much television their child is allowed to watch, what they are allowed to watch, etc. Baby Einstein respects the decisions parents make for their children and believes its DVDs and other products are just one of many tools and activities parents can use throughout the day to interact and bond with their child.