A recent report came out in the press this week telling us what many of us have already figured out; all of those toys and DVDs that claim to boost your baby's brain power aren't all that powerful:

"While neural connections in babies' brains grow rapidly in the early years, adults can't make newborns smarter or more successful by having them listen to Beethoven or play with Einstein-inspired blocks," says Sara Mead, a senior policy analyst with Education Sector, a centrist Washington think tank.

Plenty of people have bought into the hype, including politicians:

In 2005, the market was $2.5 billion, according to Fortune.

In 1998, Georgia Gov. Zell Miller persuaded hospitals to send home classical music CDs with every newborn. Missouri Gov. Matt Blunt persuaded lawmakers last year to spend $2 million to support Parents as Teachers, a non-profit that publishes a curriculum for children as young as newborns.

Someone might want to let W. in on this news, as he chose to honor Julie Aigner-Clark, founder of the Baby Einstein Company at the State of the Union this year.  This was along with possibly the bravest man in the world, the one who saved a person having a seizure from a moving subway train in NYC.

I admit, I have a few of Ms. Aigner-Clark's DVDs around.  I remember the first one I played, Julie herself gave advice on how to use the DVD.  She advised that parents sit with their children and watch it and talk about the toys on the screen.  I had a good chuckle at that one.  While I certainly put my hours in playing with my baby on the floor, I needed her DVD to entertain my child for 20 minutes, so I could go to the bathroom and grab some lunch.