I was struck this past weekend by the number of television ads for toys aimed toddlers. Christmas selling and buying season starts right after Halloween. The ads caught my ear because they were talking about how babies develop skills with the right toys.

A couple of days ago I Googled eBeanstalk, the company whose ads for toys for infants I'd seen over the weekend. The philosophy of the company seems to be "teaching" begins at birth and that every interaction between a parent and a child requires a "lesson plan" and goal that can be measured. For example, the site sells socks for newborns with rattles " attached. The rattles "give him a first taste of cause and effect" because when he kicks his feet the baby will hear the sound. The socks will also spur emotional development and dexterity--all for only $10. What tutor charges so little?

Or, take the colorful child-safe mirror toys. (Basic: $18.95. Premium: $44.95. For those who REALLY love their children): These toys develop neck control, teach him that things disappear and reappear, aid in self-recognition and allow the baby to play peek-a-boo. Generations of babies have grown up without these "skills," apparently, because they lacked such devices. Helpfully, the site provides instructions for how parents can play with these toys. It turns out that playing "peek-a-boo" requires special training--for parents as well as babies. After a few lessons, babies will be able to play "peek-a-boo" with themselves, relieving parents of that chore after a long, hard day at the office.

Gender differentiation starts early. A package of bath toys--a pirate ship and shaving kit for the boys! Pink Tub Fashion and Princess in the Tub sets for girls!--can be had for $75 apiece. Perfect for 1 to 3 year olds. Spurs imagination, they're educational, and improve dexterity. (I hope parents don't leave their baby in the tub to work on their homework on their own.) Even Baby Einstein, a Disney company that sells toys and gear to make kids smarter, doesn't go as far as eBeanstalk in its educational claims.

The Wall Street Journal on November 1 carried a story about Eee PC, a computer aimed at first graders. It's just one of several companies selling computers to parents anxious to give their kids a head start on the technology of the future. (By the time they reach high school, of course, PCs will be the "technology of the past.") An Oklahoma company called Digital Dimensions sells a pink PC for girls and a red, blue, or black racecar PC for boys, both equipped with software for children as young as 2.

Journalists have written quite a bit about the phenomena of affluent parents willing to do just about anything to give their kids an edge. Cloaking consumerism in pseudo-science that makes natural development seem to depend on the right toys--rather than just loving, talking to, reading to, and playing with your children--helps fuel this unfortunate parental instinct. This impulse among some parents creates business opportunities and it's no surprise companies are out there capitalizing on them. Sometimes the universal pre-kindergarten movement overemphasizes education, as well, causing opponents to complain that schooling is more important than just fostering normal, healthy development. These issues are worth more critical attention, I think.

An editorial in the New York Times over the weekend commented ironically on "guides" that purport to teach kids the "basic skills" of childhood. With just the right note of sarcasm, the editorial suggested that such books (and, I would add, toys) make natural development seem like a take-home test.

“Lying on your back in your crib, point your knees outward and draw your heels toward your stomach. Using both hands, grasp your left ankle, if you are right-handed (or right ankle, if left-handed), and slowly draw your toes into your mouth. Chew with caution!”