Exclusive: Anti-kid vid group ponders forcing name change for all 'Baby Einstein' videos

Call it the E = MC squareoff.

Bolstered by its successful anti-screen media campaign that led Baby Einstein to offer a refund for its kid videos, leaders at a Boston-Based non-profit are weighing whether to fight on -- and demand that Walt Disney Company drop "Einstein" from the name altogether, WalletPop has learned in an exclusive.

"We absolutely think they should change the name, but we haven't decided yet what we're going to do with our campaign," says Josh Golin, associate director of Campaign for a Commercial-Free Childhood (CCFC). "We also think that Hebrew University, which licenses the rights to the Einstein name, should reconsider what kind of product they want his name associated with."

At issue for CCFC is whether it thinks continued use of "Einstein" in the megabrand's moniker constitutes a continuing claim of educational value in the videos, targeted largely at kids aged five and under. While "pleased" with Disney's offer to refund $15.99 each for up to four Baby Einstein videos, Golin says he'll watch the campaign closely "to see how things play out."