Baby Einstein(TM) Survey Reveals Quality Time with Baby is Only 27 Percent of a Mom's Day.

Simple Tips From Moms' Most Trusted Infant Brand Helps Turn Everyday 'To Do' Lists Into Meaningful Moments with Baby

GLENDALE, Calif. -- What's keeping moms today from spending more quality time with their little ones? According to the results of a new survey commissioned by The Baby Einstein Company, it's daily chores like laundry, dinner and dishes. Nearly eight in ten moms (79%) with children under the age of two say that their daily tasks take them away from spending quality time with their babies and that more than two-thirds of their day (67%) is spent doing the things they have to do, versus doing the things they want to do, which leaves a mere 27 percent of their day open for fun, quality time with their children. In addition, while moms are struggling to divide their day between tasks and little ones, more than nine in ten moms (91%) wish they had more time to focus on their child.

"These statistics caught my attention because I think they bring to life a bigger issue. Parents today are stretched thinner than ever before, and as a result, our 'to do' lists often end up taking priority over spending time with our children," explains Julie Aigner-Clark, founder of The Baby Einstein Company. "As a mom, I understand the constant tug-of-war and guilt over where my attention is focused, and this survey certainly reinforced that I'm not alone. While I don't think there's a magical solution to the balancing act, I'm thrilled that Baby Einstein is kicking off an initiative to provide moms with simple, realistic tips on how to re-approach their everyday tasks. We're trying to find ways to make all the things we have to do a little more fun."

In an effort to help parents turn everyday jobs into quality moments of discovery with their children, Baby Einstein is launching a campaign that includes a collection of tips and articles on the newly debuted www.BabyEinstein.com Web site. Knowing that on a daily basis many moms' household tasks include light housekeeping, like straightening up and putting toys away (94 percent), dishes (93 percent), cooking (89 percent), laundry (79 percent) and more, Baby Einstein is providing fun and creative ways for moms to re-approach their daily duties to include and engage baby. When visiting Baby Einstein's new Web site, visitors can search through a wealth of simple ideas, such as using a trip to the grocery store as an opportunity for a scavenger hunt and recognition game, or incorporating music into clean-up time to expose baby to melodies and tones. In addition, moms nationwide are invited to log onto www.BabyEinstein.com to submit a photo of mom and baby together, along with personal stories about experiences they've had with their baby and Baby Einstein products.

Parents can also use the toys, books or DVDs that their babies love as a way to engage their child in daily life experiences. By using age appropriate Baby Einstein products that incorporate music, art, language, nature and real-world objects, parents can slow down and focus on talking, dancing, singing or pointing out objects with which their baby is watching and interacting. For example, mom and baby can watch the Neighborhood Animals DVD and then point out a brown puppy or a red bird on their next stroll through the park.

"Since its inception, Baby Einstein has always been about encouraging parents and little ones to interact and experience new discoveries together whenever they can," Clark continued. "My hope is that by re-approaching everyday tasks as a chance to interact with our children, moms might actually discover that our daily 'must do' items can be a bit more fun and engaging."

About The Baby Einstein Company

The Baby Einstein Company, LLC, is the award-winning creator of the infant developmental media category. The company is famous for its best-selling Baby Einstein brand of DVDs, books, music CDs and toys specifically designed for babies and toddlers, from birth to 2 years old. Little Einsteins[TM], which debuted in 2005, is the company's newest venture, specifically created for the preschool market. Headquartered in Glendale, CA, The Baby Einstein Company is a subsidiary of The Walt Disney Company. For more information, visit www.BabyEinstein.com or www.LittleEinsteins.com.

(c) The Baby Einstein Company, LLC. All Rights Reserved. Baby Einstein and Little Einsteins are trademarks of The Baby Einstein Company, LLC. EINSTEIN is a trademark of The Hebrew University of Jerusalem.

Survey Methodology

The "Interactions" Survey was conducted by Kelton Research between November 14th and November 26th, 2007 using an e-mail invitation and an online survey. Quotas are set to ensure reliable and accurate representation of the total U.S. population of mothers of children 2 and under. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. In this particular study, the chances are 95 in 100 that a result does not vary, plus or minus, by more than 4.2 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.