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Picture of a baby watching a video on TV.
Marketplace’s Erica Johnson investigates the notion that "educational toys" can make your baby smarter.

CBC MARKETPLACE: YOUR FINANCES » EDUCATIONAL TOYS
Bringing up Brainy: A look at the educational toy market
Reporter: Erica Johnson | Broadcast: January 16, 2005

UPDATE: On May 1, 2006, Campaign for a Commercial-Free Childhood filed a complaint to the Federal Trade Commission against Baby Einstein and Brainy Baby, two of the leading producers of videos for infants and toddlers, for false and deceptive advertising.

Picture of Zoe in a baby seat. More and more of us are asking: 'Am I doing enough?'

Raising baby... My daughter, Zoe, is 10 months old.

Like every parent, I’m trying to bring her up as best I can.

I thought I was doing okay until I saw books like these:

How to Raise a Brighter Child, How to Maximize Your Child's Learning Ability, Your Child Can Think Like A Genius

A genius? Does chewing a cardboard box (one of Zoe’s favourite pastimes) help?

I admit I didn’t play classical musical to Zoe in utero. I worry she may already be lagging behind in brain development.

In 1980, psychology professor Anthony DeCasper conducted a study that found a newborn prefers a story read to it twice a day in the womb (his research used The Cat in the Hat) to a new story introduced soon after birth.

But am I hindering her potential of brainy greatness by denying her access to the wealth of “edu-toy” products available?

I know I’m not alone here. Fess up, all you parents. More than any generation before us, we feel the pressure to nurture our baby's intellectual growth.

We now know a baby’s brain is like a sponge -- it soaks in information-- so more and more of us are asking: ‘Am I doing enough?’

NEXT: ‘Edu-toys’: Do they make the grade? »

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BRINGING UP BRAINY: MAIN PAGE 'EDU-TOYS': DO THEY MAKE THE GRADE? BRAIN CANDY: CAN 'EDU-TOYS' DO MORE HARM THAN GOOD? TIPS: SMART TOY ALTERNATIVES
CREDITS

MORE MARKETPLACE: SOUND AND FURRY: NOISY TOYS MARKETPLACE ARCHIVES: YOUR FINANCES
WATCH THE STORY:

Watch 'Bringing up Brainy' (Runs 10:45)
Note: Due to copyright issues, background music has been removed from the web version of this story.
[download RealVideo]

RELATED:

CBC News Indepth: Toys

CBC Archives: Misleading toy commercials

Rein in baby video marketing: consumer group (May 2, 2006)

Top toys list released by testing council (November 10, 2004)

Hottest toys ranked by Toy Testing Council (December 5, 2002)

Traditional toys make comeback on top ten list (November 14, 2001)

EXTERNAL LINKS:

CBC does not endorse and is not responsible for the content of the links posted below. CBC does not necessarily agree with nor has it verified the accuracy of information linked to. Links will open in new window.

Smarter toys, smarter tots? - article from the Christian Science Monitor

Toddler TV time may shorten attention spans - article about Dr. Dimitri Christakis' research at the University of Washington, Seattle

Toys have lasting impact on brain - article from the BBC

Yule hype for 'educational toys' - article from the CBS Evening News

Baby toys have lasting effects - article from CBS News

The Mozart Effect - originally put forward by composer Don Campbell as a book, the Mozart Effect proposes that classical music can help infants react and think better

Hillel Goelman - teaches early childhood development at the University of British Columbia

Dimitri Christakis - information from the Child Health Institute at the University of Washington, Seattle

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