What parent doesn’t want their child to get ahead in reading, learning new words, or math? At the same time, toy manufacturers take advantage of this desire and convince them that their toy is the one to accelerate a child’s skills or boost intelligence. Yet, with evidence showing the ineffectiveness of Baby Einstein, some are questioning the claims of baby toys with similar intentions.
Countless toys for babies and toddlers are geared toward learning new words, reading, math skills, and problem solving, but how many of them truly work? Researchers question the claims made by each manufacturer, but at the same time, nonbiased studies cannot be performed on every toy on the market. Additionally, proving that the particular toy increased or advanced a child’s skills is difficult.
How and if a toy works notwithstanding, marketing for educational baby toys is unregulated. As a result, manufacturers can make practically any claims – even improbable ones like Your Baby Can Read’s. About the lack of regulation, Russ Heimerich, spokesman for the California Department of Consumer Affairs, explained:
“Nobody checks the ads and says, ‘No, you can’t say that.’ That would be prior restraint. Unless it’s doing someone harm or grossly misleading, you have to give the benefit of the doubt to the people making the claim.”
If a parent wants to help their child learn new skills but doesn’t want to fall into the toy manufacturers’ traps, what can he or she do? The Early Years Institute President Dana Friedman recommends choosing simple toys and limiting computer and television screen time:
“Generally speaking, the simpler the toy, the more complex the play. The more complex the toy, the more simple the play. You want to find toys where children have options for what they do with it. If it’s a toy that can only be used in one way, don’t get it.”
