WiFi-connected toys are reshaping the modern nursery

The survey of 1,000 parents of children aged five to ten highlights how rapidly tablets and gaming consoles have become standard household fixtures. Four in five children gain access to these devices before their eighth birthday, with five years old identified as the preferred age for introducing tablets, smart speakers, and consoles. This shift, however, brings distinct parental anxieties, as nearly half of those surveyed admit to feeling social pressure to provide connected gifts.

Many parents are actively pushing back against this trend to preserve traditional play. Three-fifths of respondents have resorted to hiding or restricting access to WiFi-enabled toys, while 75% actively encourage their children to play with the same games they enjoyed in their own childhoods. Despite the demand for more guidance on balancing screen time, parents remain conflicted—particularly regarding smartphones. One in five feel significant anxiety about this specific digital milestone, underscoring a growing need for better support in managing children’s digital wellbeing and online safety.