This study, carried out by Common Sense Media in 2025, based on a representative survey of 1,004 parents of children aged 0 to 8 in the United States, examines how families perceive toys that incorporate artificial intelligence. It explores their level of exposure to these products, their purchase intentions, and the hopes and concerns associated with them.
A nuanced and cautious attitude
The results show that parents take a middle position: neither outright rejection nor blind enthusiasm. Their approach is characterised by thoughtful vigilance. They recognise the potential of certain AI toys, notably those that support learning, skills practice or structured activities, particularly for older children.
A key distinction: tool vs companion
A central element of the study is the clear distinction parents make between AI as a tool and AI as a companion. Toys perceived as educational or functional attract more interest. By contrast, when toys are presented as “friends” or emotional support, buy-in drops sharply. This reluctance reflects a wish to preserve human relationships, imaginative play and the central role of parents in the child’s development.
Significant concerns
Parents’ worries mainly concern:
• The collection and use of personal data, often judged opaque
• The content children might be exposed to, especially if it is inappropriate or unpredictable
• The loss of parental control, faced with devices perceived as complex or too autonomous
These concerns echo the broader recommendations of specialist organisations, which advise against AI systems designed as companions for minors.
Parents still undecided
The study also highlights considerable uncertainty. Many parents do not yet know whether these toys will find their place in the home, nor whether they will really replace screen time or enrich existing forms of play. AI toys are still seen as an innovation under evaluation.
Stakes for the future
As AI becomes integrated into physical objects and play environments, the study underlines several key requirements:
• Responsible design adapted to child development
• Clear limits on toys’ social features
• Greater transparency about data and how the systems work
Conclusion
Rather than a panicked reaction or inevitable acceptance, parents express a need for support and guidance. They seek to reconcile the opportunities offered by new technologies with the preservation of human interaction and traditional play, which are essential to the development of young children.
Sophie Bruneteaux
