Digital transformation: new EE research flags the rise of WiFi connected toys in children’s playtime
Research from EE shows children are trading their parents’ childhood favourites for WiFi-connected toys. Its new study, conducted among 1,000 parents of 5-10-year-olds, found that 49% of children now play with digital toys multiple times a week, with 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 four in five get access to before their eighth birthday.
Kelly Engstrom, Brand and Marketing Communications Director at EE, says: “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.”
The digital transformation of playtime comes with its parenting challenges. 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 of parents have actively encouraged their children to discover the toys they used to enjoy growing up. Three fifths have gone as far as hiding a WiFi-connected toy from their child, or restricted access to it, to encourage more traditional play.
Engstrom adds: “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 feel hesitant to hand their child a device, with a similar number feeling concerned (20%) or anxious (19%) about this rite of passage.
2026 RTIH Innovation Awards
Digital transformation will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
