Disney Getting Desperate?

I was reading a yahoo article as usual and I stumbled across something interesting.  Disney is now going to maternity wards across the country and offering free merchandise to the parents so they're children will be wearing the Disney label and easily introduced to Disney early in life. 

"The strategy is “frankly overdue, at least given Disney’s strong track record in other childhood niches,” said Philip Kotler, a marketing professor at the Kellogg School of Management, Northwestern University and co-author of “Marketing 3.0: From Products to Customers to the Human Spirit.”" - Yahoo!

Disney is working hard on gaining a younger audience to gain more money.  Usually I would not think anything of it because companies need money.  They need to market.  I'm only a little disturbed that they are trying to go to parents who are enjoying the birth of their child and offering free items.  Yes free items are awesome, however pushing on babies at such a young age could be a little much.

What is your opinion?