New Screen Time Guidance for Under-5s: What Parents and Carers Need to Know
New research is raising important questions about the safety of AI-powered toys designed to talk and interact with young children. As these toys become more popular, experts are calling for clearer guidance and stronger protections to help families make informed choices.
What are AI toys?
AI (artificial intelligence) toys are designed to have conversations with children, often marketed as learning companions or even “friends.” They can respond to questions, tell stories, and appear to engage in back-and-forth interaction. While this may sound appealing, research shows the reality is more complex - especially for children under five.
What does the research say?
A recent study led by the University of Cambridge - the first of its kind - looked at how these toys affect young children’s development.
The findings highlight both potential benefits and important concerns.
Possible benefits
Some parents and early years professionals believe AI toys could:
Key concerns for young children
However, the study found several important risks:
1. They can misunderstand children
AI toys often struggled to follow conversations. They:
2. They don’t respond well to emotions
Young children are still learning to understand and express feelings. The study found that AI toys:
3. They may affect how children understand relationships
Some children treated the toys like real friends - hugging them, saying “I love you,” or wanting to play together.
Experts warn this could lead to “parasocial relationships”, where children believe the toy cares about them in the same way a real person would.
4. They struggle with important types of play
AI toys performed poorly in:
5. Privacy and data concerns
Many parents in the study were unsure:
Why this matters in the early years
The years before age five are critical for development. During this time, children learn through:
What are experts recommending?
The report calls for stronger protections, including:
Practical advice for parents and carers
If you are considering an AI toy, or already have one at home, here are some simple steps to help keep your child safe:
Be involved
Keep it in shared spaces
Encourage real-world play
Talk about feelings
Check privacy information
A balanced approach
AI toys are a new and rapidly developing technology. While they may offer some learning opportunities, this research shows they are not a substitute for real human interaction.
For young children especially, the most important things remain simple:
By staying informed and involved, parents and carers can help children explore new technology safely - while keeping their development and wellbeing at the centre.
What are AI toys?
AI (artificial intelligence) toys are designed to have conversations with children, often marketed as learning companions or even “friends.” They can respond to questions, tell stories, and appear to engage in back-and-forth interaction. While this may sound appealing, research shows the reality is more complex - especially for children under five.
What does the research say?
A recent study led by the University of Cambridge - the first of its kind - looked at how these toys affect young children’s development.
The findings highlight both potential benefits and important concerns.
Possible benefits
Some parents and early years professionals believe AI toys could:
- Support language and communication skills
- Encourage conversation and curiosity
- Provide interactive learning opportunities
Key concerns for young children
However, the study found several important risks:
1. They can misunderstand children
AI toys often struggled to follow conversations. They:
- Misheard what children said
- Ignored interruptions
- Gave confusing or unrelated responses
2. They don’t respond well to emotions
Young children are still learning to understand and express feelings. The study found that AI toys:
- Misread emotions
- Failed to respond appropriately to sadness or affection
- Sometimes dismissed children’s feelings altogether
3. They may affect how children understand relationships
Some children treated the toys like real friends - hugging them, saying “I love you,” or wanting to play together.
Experts warn this could lead to “parasocial relationships”, where children believe the toy cares about them in the same way a real person would.
4. They struggle with important types of play
AI toys performed poorly in:
- Pretend play (imagination-based play)
- Social play (playing with others)
5. Privacy and data concerns
Many parents in the study were unsure:
- What information the toy was collecting
- Where that data was stored
- Who could access it
Why this matters in the early years
The years before age five are critical for development. During this time, children learn through:
- Real-life interaction
- Play and imagination
- Conversations with trusted adults
What are experts recommending?
The report calls for stronger protections, including:
- Clear safety standards and labelling for AI toys
- More transparent privacy policies
- Limits on how toys encourage children to form emotional bonds
- Better testing with real children before products are released
Practical advice for parents and carers
If you are considering an AI toy, or already have one at home, here are some simple steps to help keep your child safe:
Be involved
- Use the toy together with your child
- Talk about what the toy says and how it responds
Keep it in shared spaces
- Avoid children using AI toys alone in bedrooms
- Stay nearby so you can supervise interactions
Encourage real-world play
- Balance screen or AI toy use with:
- Imaginative play
- Outdoor activities
- Time with family and friends
Talk about feelings
- Remind your child that toys are not real people
- Encourage them to share their thoughts and feelings with you
Check privacy information
- Look into what data the toy collects
- Choose products with clear and transparent policies
A balanced approach
AI toys are a new and rapidly developing technology. While they may offer some learning opportunities, this research shows they are not a substitute for real human interaction.
For young children especially, the most important things remain simple:
- Talking together
- Playing together
- Building strong, real relationships
By staying informed and involved, parents and carers can help children explore new technology safely - while keeping their development and wellbeing at the centre.
