This week, against the backdrop of PMQs we chaired a roundtable discussion at the House of Commons exploring the findings and recommendations of new research delivered by University of Cambridge in partnership with The Childhood Trust. The research explores the impact of generative artificial intelligence (GenAI) toys on preschool-aged children.
The research, led by Professor Jenny Gibson and Dr Emily Goodacre at the University of Cambridge, examines the opportunities and risks associated with AI-enabled toys, particularly for young children living in poverty.
The project was commissioned by The Childhood Trust, thanks to funding from KPMG Foundation and Ethos Foundation. Hosted by Sarah Olney MP and chaired by Josephine McCartney, Chief Executive of The Childhood Trust, the roundtable event brought together representatives from across several sectors to discuss the research findings and consider their implications.
Joining the University of Cambridge, were our funders as well as Babyzone, whose families participated in the research, LEGO, Tandem Play, One Hive AI, Cazenove Capital, the Office for Product Safety and Standards at the Department for Business and Trade, the Chief Scientific Adviser to the Department for Education, the Institute for Inspiring Children’s Futures at the University of Strathclyde and the Institute of Imagination.
Discussions during the afternoon focused on the findings and recommendations for five key audiences; policymakers, regulators, investors and toy manufacturers. You can find the research, its findings and recommendations here.
Participants explored questions around the developmental benefits of GenAI toys currently available, the need for effective safeguarding, the role of regulators and policymakers, and how frameworks might help shape approaches to safety and accountability in the future.
The discussion comes at a time of significant growth in the smart toys market. Research cited by the University of Cambridge notes that the global smart toys market was valued at $18.44 billion in 2025 and is projected to reach $58.31 billion by 2035, with social and cognitive development identified as key drivers of growth.
It was no surprise that there was universal agreement that innovation in this area should support children’s development and wellbeing, and that products designed for young children should never be harmful. Participants also discussed the pace at which AI technologies are developing and the importance of ensuring appropriate safeguards catch up and keep pace.
The Childhood Trust Chief Executive, Josephine McCartney commented: “We welcomed the opportunity to bring together organisations from across sectors to consider both the opportunities and challenges presented by emerging technologies for very young children and their parents, especially those who are in vulnerable or disadvantaged circumstances.
“We are proud to have partnered with University of Cambridge to kick-start this work and produce recommendations which are ultimately aimed at ensuring no child is inadvertently harmed or excluded through technology within toys. The research and the roundtable event have been an excellent starting point and we are sure University of Cambridge will go on to make further significant contributions around GenAI toys and the innovation, safety and children’s wellbeing surrounding it.”