— Karen Brennan, Attorney
While this is not highly branding-related, it is too good to not blog about.
A few months ago, I wrote a blog titled No Genius Required wherein I avoided discussing the merits of the Baby Einstein DVDs, but merely mentioned the important role this type of DVD plays in allowing a new mom a few mintues to herself. A few days ago, the New York Times ran an article, No Einstein in Your Crib? Get a Refund, which I found to be quite astonishing. Apparently, if you purchased a Baby Einstein DVD and your child did not turn out to be a genius, you can get a full refund.
According to the Times, the group Campaign for a Commercial-Free Childhood hired counsel and threatened a class-action lawsuit for unfair and deceptive practices unless Disney (owner of Baby Einstein) agreed to refund the full purchase price to anyone who bought a Baby Einstein DVD since 2004. The group’s claim was that Baby Einstein’s marketing included express and implied claims that the DVDs are educational and beneficial. Disney claims the emphasis of its marketing is on parent-child interaction and not education. Regardless, if your child has not turned out to be the genius you were hoping for, at least you can get your $16 back. Disney’s current offer is a refund $15.99 for up to four Baby Einstein DVDs per household, purchased between June 5, 2004 and September 5, 2009. As for me, I figure I owe Disney at least that much for all of the showers I was able to take.