The contents of children’s toy boxes have changed dramatically over the past decade, with tablets, gaming consoles and internet-connected toys becoming everyday playtime essentials for many families across the UK.
New research from EE has revealed that today’s children are growing up in a far more connected world than their parents did, with traditional favourites like teddy bears and board games increasingly sharing space with WiFi-enabled devices. The findings also highlight the growing challenge parents face in balancing screen time with offline play, while ensuring children stay safe online.
Connected toys are becoming the new normal
According to EE’s latest study of parents with children aged between five and ten, nearly half (49%) say their children play with digital or connected toys several times each week, while one in four (25%) use them every single day.
Even more striking is that 68% of parents say at least half of the toys in their child’s toy box now connect to the internet in some way.
Among the most popular connected devices are:
- Tablets (76%)
- Gaming consoles (59%)
- Smart building toys
- Internet-enabled educational devices
The research also found that four in five children gain access to tablets or gaming consoles before celebrating their eighth birthday.
Traditional toys still have an important place
Despite technology becoming increasingly central to childhood, parents are still encouraging more traditional forms of play.
EE’s research found:
- 76% of parents encourage their children to play with toys they enjoyed growing up.
- 57% admit they have hidden or restricted access to connected toys to encourage more imaginative, screen-free play.
The findings suggest many families are actively trying to strike a healthy balance between digital entertainment and classic childhood experiences.
Parents want more guidance on digital parenting
As children’s toys become smarter, parents say they’re looking for greater support when navigating online safety.
The study found:
- 48% have felt pressured by other parents to buy connected toys.
- 46% believe there isn’t enough advice on balancing traditional play with digital devices.
- Around one in five parents feel anxious or hesitant about giving their child their first smartphone.
While many parents believe age five is appropriate for a child’s first tablet, games console or smart speaker, smartphones remain a far more difficult decision.
EE expands its online safety support for families
EE says it has been working to help families manage children’s digital independence safely.
In 2024, the network became the first major UK mobile provider to introduce age-based smartphone guidance for parents. It has also launched Safer SIMs, mobile plans specifically designed for under-18s with varying levels of independence.
Families can also book online safety appointments in EE stores across the UK, while the PhoneSmart platform offers practical advice for both parents and young people on staying safe online.
Kelly Engstrom, Brand and Marketing Communications Director at EE, said the changing nature of playtime reflects modern parenting.
“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.”
She added that EE aims to help parents set healthy digital boundaries, regardless of whether their families prefer board games, gaming consoles or a combination of both.
Helping children grow up safely in a connected world
The research reflects a broader shift in childhood as technology becomes increasingly embedded in everyday life.
While connected toys can encourage creativity, learning and communication, parents are clearly looking for trusted guidance on managing screen time, introducing devices at the right age and helping children build healthy digital habits.
As digital play continues to evolve, many families are finding that the challenge isn’t choosing between traditional and connected toys—but learning how both can work together.
Learn More
Parents looking for more information can visit the official EE resources below:
- EE Safer SIMs: https://ee.co.uk/mobile/sim-only/kids-and-teens
- EE PhoneSmart: https://eephonesmart.co.uk/
- EE: https://ee.co.uk/
