The toy box of today’s children looks very different to that of their parents, meaning the tension between traditional and digitally-connected toys isn’t just playing out on the big screens this summer. From building blocks and teddy bears to tablets and games consoles, new research from EE, the UK’s best network for families, shows children are trading their parents’ childhood favourites for WiFi-connected toys.
The new study, conducted among parents of 5-10-year-olds, found that almost half (49%) of children now play with digital toys multiple times a week, with one in four (25%) doing so every day. For most young children (68%), at least half of the toys in their toy box are now connected to the internet in some way.
Among the most popular connected toys are tablets (76%) and gaming consoles (59%), which an overwhelming four in five get access to before their eighth birthday.
Kelly Engstrom, Brand and Marketing Communications Director at EE said: “As a parent, I have seen first-hand how technology influences playtime throughout different stages of childhood. The tug between beloved traditional and connected toys is very much the story of modern parenthood, playing out not just on the big screens but in homes across the nation.”
Parenting playtime
The digital transformation of playtime comes with its parenting challenges. Almost half (48%) of parents say they have felt pressured by other families into gifting their child a connected toy. A similar percentage (46%) say there is not enough guidance on how to balance children’s playtime between connected devices and traditional toys.
Despite this, traditional toys remain a staple in many households, and three quarters (76%) of parents have actively encouraged their children to discover the toys they used to enjoy growing up. Three fifths (57%) have gone as far as hiding a WiFi-connected toy from their child, or restricted access to it, to encourage more traditional play.
Kelly continues: “As the UK’s best network for families, we’ve made it our mission to help parents set boundaries around device use that work for them, whether they’re board game enthusiasts or pro-gamers themselves. From dedicated smartphone plans built around young people’s growing digital independence, to in-store online safety appointments and resources to help navigate the online world safely, I would encourage anyone to head into their local EE store for personalised guidance.”
With technology playing a growing role in everyday lives, parents across the country are left to navigate important decisions about device ownership, and what the right age is for their children to get access to connected devices. Most parents feel the ideal age for a child to get their first tablet is five, and it’s the same for games consoles and smart speakers.
When it comes to smartphones, things are more complicated. One in five (22%) feel hesitant to hand their child a device, with a similar number feeling concerned (20%) or anxious (19%) about this rite of passage, signalling the need for more support around managing young people’s online safety and digital wellbeing.
This transition from childhood to adolescence and young adulthood is at the core of EE’s online safety guidance. Part of growing up means leaving beloved toys behind in favour of connected tech but knowing when to do this isn’t always straightforward. That’s why in 2024, EE became the first major network to issue age-based guidance for parents on smartphone use for children.
Last year, EE also launched Safer SIMs, smartphone plans for under-18s designed around different levels of independence, and online safety appointments, available in all EE stores nationwide. Alongside this, EE’s PhoneSmart platform
To learn more about EE’s Safer SIMs, visit: Safer SIMs | Sim Only Phone Plans for Kids & Teens | EE
To learn more about EE’s PhoneSmart platform, and for further guidance on managing device use at every age, visit: https://eephonesmart.co.uk/
