Meet Will Maurer | Father of Children’s Media Reform

We had the good fortune of connecting with Will Maurer and we’ve shared our conversation below.

Hi Will, what was your thought process behind starting your own business?
I started the Children’s Media Research and Reform Lab (CMRRL) from a mix of frustration and hope. When my son was an infant, I began searching for evidence-based media designed for his developmental stage. Instead, I found that the majority of options were being presented to parents using deceptive and false marketing tactics. And on the other side, pediatricians and children’s health experts preached prohibition – “no screen time for children under 2′. Meanwhile, both parents and children were stuck in the middle; left with overstimulating programs designed to capture attention and drive profits, and little to no access to more mindful evidence-based options.

I began reading everything I could find on this topic: developmental science, media-effects research, policy history, and the disconnect became impossible to ignore. Parents were being blamed for “screen time,” while the industry itself avoided accountability for how content was being created and marketed to the youngest children.

The Children’s Media Research and Reform Lab came from a simple realization that parents need a place where research, lived experience, and real-world production expertise could finally sit at the same table. A place that wasn’t influenced by advertising dollars or algorithm incentives. CMRRL is my attempt to close that gap, and to build a model that prioritizes children’s early development based on the realities of modern parenting.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
The Children’s Media Research and Reform Lab focuses on one of the most polarizing and unavoidable topics in modern parenting: screen time for children under the age of 2. Our work fills the gap between what research proves young children need and what the industry actually produces. We break this complex topic down in a way that is relatable to parents by equating the audio and visual production elements, and the marketing and distribution techniques, to ingredients on a nutrition label.

But we’re not just critiquing the system from the outside; we’re rebuilding it from within. My background in the media industry allows me to understand how decisions are made behind the scenes, while my experience as a father keeps the mission anchored in real life. We’re creating research-backed guidelines, building more mindful models for early years media, and offering parents tools that support connection rather than replacing it.

Getting here was anything but easy. After a 20-year entertainment career, I walked straight into a space with entrenched beliefs, financial uncertainty, and plenty of people who didn’t believe reform was possible. I spent years reading, researching, and rebuilding from scratch, with a goal to seek answers and uncover the truth. There were countless moments where it felt easier to quit. But every time I saw a parent struggling with their baby’s screen time addiction and heard their stories of falling victim to deceptive marketing and flawed advice, including that of trusted organizations, it reminded me why this work matters.

The biggest lesson I’ve learned is that systemic change takes time, patience, and a willingness to stand alone before others join you.

Children’s media isn’t a small issue. It shapes the earliest patterns of attention, emotional regulation, and learning, and is considered a human’s first addiction. Every child deserves a healthier start than what today’s system offers, and every parent deserves to know how this entire system is designed.

That’s the mission behind CMRRL, and it’s the reason I’m still here, doing this work every day.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
When friends come to visit, especially ones with young kids, I love to show them our staples in the Valley. We usually start with the Studio City Farmers Market on Ventura Place, which is basically a weekly festival for parents: great food, live music, and plenty of space for little ones to wander. Then we’d head over to Lake Balboa and take the swan boats for a spin, or enjoy the playground at Beeman Park in Studio City before heading for a bite in Sherman Oaks, Studio City or Toluca Lake. There’s too many great dining spots to list them all, but some favorites are Bob’s Big Boy on Friday nights for the car show, Teru Sushi (back patio), any of the restaurants in the Sportsman’s Lodge, Joan’s on Ventura Place during the Sunday farmer’s market, Thursday bingo at Pizzana, and Saturday brunch at Sweet Butter (don’t forget to try the pancakes!)

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
This Shoutout is dedicated to my son, who sparked the journey that led me deep into the research, and ultimately into the work of reforming children’s media. And to my wife, whose strength and support have anchored our family and supported every step of this mission.

Website: https://www.cmrrl.org

Linkedin: https://www.linkedin.com/in/willmaurer/

Other: Substack: https://willmaurer.substack.com/
LinkTree: https://linktr.ee/willmaurer

Image Credits
credit 406Memories for the picture on stage and the headshot with the orange background