[9] In the 2000s, the Federal Trade Commission responded to a complaint by the Campaign for a Commercial Free Childhood alleging that BabyFirst's advertising that it helped babies develop skills was misleading.

[6] In 2013, former ABC Network President Steven McPherson[6] and Rich Frank, the former chairman of Disney Channel[28] became investors and board members as the company worked to develop new content and improve advertising revenues.

[28] In May 2014, BabyFirst and AT&T U-verse released a co-developed second-screen app for mobile devices for children to interact with the television programming through tablets or smartphones.

[12][31] Acquired programs include Mio Mao, Squeak!, Teletubbies, Bob the Builder: Ready, Steady, Build!, The Very Small Creatures and Word Party.

[13][31] The New York Times described the content as "decidedly unhurried", making extensive use of bright colors and upbeat music.

argue that exposing children to television at such an early age is taking technology too far or that parents are using the channel as a digital babysitter.

Parents, in turn, argue against that argument, claiming that experts have lost touch with the realities of raising a child.