Roll over, Baby Beethoven: According to one company here at CES, educational entertainment for infants may be starting kids too OLD.

The BabyPlus Prenatal Education System on display in North Hall’s Kids@Play pavilion is a curriculum for the unborn, and claims to produce happier, smarter, more attentive babies.

The Baby Plus device ($149, available at Target, Babies R Us, and Amazon) can be strapped to a mother’s belly from 18 weeks gestation until childbirth, and sends a heartbeat-replicating rhythm into “your womb… the perfect classroom.” The patterns of sounds in the “lessons” develop in complexity each week, so the baby begins auditory discrimination.

Who knows? This reporter watched an earnest couple rush up to thank BabyPlus for their life-changing device. In-utero entertainment may be an untapped opportunity for our industry.