Baby Einstein has overhauled and debuted a new Web site this month following a Federal Trade Commission inquiry into complaints of deceptive marketing.

The Campaign for a Commercial Free Childhood in 2006 filed a complaint with the FTC claiming The Baby Einstein Co. and The Brainy Baby Co. were deceptively marketing their videos designed for children under age two as educational and beneficial for infant development.

The FTC said advertisers must have adequate substantiation for educational and cognitive development claims for their products.

Both Baby Einstein and Brainy Baby agreed to “substantially” modify their Web sites and to take steps to ensure that claims of educational or developmental benefit for the young children are adequately substantiated, the FTC said.

Prior to the launch of the new site on Feb. 15, Baby Einstein removed numerous testimonials and changed descriptions of certain videos. In light of those changes, the FTC said it would not take enforcement action at this time.

A spokesperson for Baby Einstein said the debut of the new site was not related to the FTC inquiry.

"Since day one, Baby Einstein products have been about moms and babies spending meaningful moments together, and that was what inspired the new Web site and campaign," the company said in a statement.

The CCFC applauded the Web site changes, but was disappointed that the FTC did not take action.

“We are deeply troubled that the FTC failed to hold Disney accountable for years of deceptive marketing; essentially, the FTC is telling corporations that it's okay to lie to parents because if you get caught there will be no consequences as long as you promise not to do it again,” the CCFC said.

The CCFC took umbrage to such claims at the site as the one for “Baby Wordsworth” as a "rich and interactive learning experience that … fosters the development of your toddler's speech and language skills."

Officials at Baby Einstein could not be reached for comment.

The new Baby Einstein Web site at http://BabyEinstein.com, was unveiled along with a fresh marketing campaign. The campaign highlights real moms and invites them to submit photos of themselves with their babies along with personal Baby Einstein stories.

The site also includes tips, a “hot topic” section, product reviews and preview clips. The site is designed by Real Branding. Some sections of it are being offered in Spanish.
Baby Einstein has also launched its first “real stories” print campaign entitled, “Real People. Real Discoveries.” created by Siltanen & Partners Advertising. The ads focus three real moms and one grandmother who share their stories about Baby Einstein products. The four different print campaigns will appear over the next several months in American Baby, Babytalk, Parents, Parenting, Cookie, Ser Padres, Redbook, Good Housekeeping, O! Oprah Magazine, and Martha Stewart Living and in online outlets including Family.com, Parents.com, iVillage.com and Evite.com.

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