EE survey says connected toys dominate UK children's play

EE has published research suggesting internet-connected toys now make up at least half of the toy box for most UK children aged five to 10, pointing to a shift in how younger children play at home.

The survey of 1,000 UK parents with children in that age group found that 68% said at least half of their child's toys connect to the internet in some way. Nearly half, 49%, said their children use digital toys multiple times a week, while 25% said this happens every day.

Tablets were the most common connected device in children's play, cited by 76% of parents, followed by gaming consoles at 59%. Four in five children get access to these devices before the age of eight, according to the findings.

The data suggests connected play is becoming a routine part of childhood, but it also shows unease among parents over how to manage screen-based entertainment alongside more traditional toys. Almost half of parents, 46%, believe there is not enough guidance on balancing playtime between connected devices and conventional toys.

That concern appears to be shaping behaviour at home. The research found that 57% of parents have either hidden a WiFi-connected toy from their child or restricted access to one to encourage other forms of play.

Parents also reported pressure from outside the home. Nearly half, 48%, said they had felt pushed by other families into buying a connected toy for their child.

Traditional toys still have a place in many households. The study found that 76% of parents have encouraged their children to play with the kinds of toys they themselves enjoyed growing up.

The findings also highlight a broader issue for telecoms groups and consumer technology companies as they increasingly position themselves as advisers on digital life for families. Device ownership is extending to younger age groups, while parents are being asked to make decisions not only about entertainment, but also about online access, safety and limits.

EE linked the issue to wider questions around children's use of tablets, games consoles and smartphones. Most parents surveyed said the ideal age for a first tablet is five, and gave the same answer for games consoles and smart speakers.

Views were more mixed on smartphones. Some 22% of parents said they feel hesitant about giving their child a smartphone, while 20% said they feel concerned and 19% said they feel anxious.

Parental tension

The research comes as UK families face a growing mix of connected products aimed at children, from tablets and consoles to app-linked building toys and internet-enabled play devices. As a result, digital play can begin well before children own a phone of their own.

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."

EE has sought to place itself within that debate through family-focused mobile plans and in-store advice on online safety. Its guidance is intended to help parents decide when children should move from toys to connected devices with broader internet access.

That commercial positioning reflects an industry trend in which telecoms providers are no longer selling only connectivity, but also support services around digital behaviour. For operators, family plans and youth-focused offers represent both a source of customer growth and a way to address regulatory and social scrutiny over children's online experiences.

Support demand

EE said demand for support is rising as children encounter connected technology earlier. It noted that it has introduced age-based guidance for smartphone use and launched plans for under-18s intended to reflect different levels of independence.

Engstrom said: "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."

Opinium carried out the polling among a nationally representative sample of UK parents with children aged five to 10, with the results indicating that the modern toy box now includes a substantial share of internet-linked devices alongside more traditional playthings.