Business & Technology
EE survey says connected toys dominate UK children’s play
JOSEPH GABRIEL LAGONSIN
News Editor
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.
Business & Technology
Distillery with poor food hygiene score sponsors ‘poshest festival’
The Henley Distillery was slapped with a two-out-of-five food hygiene rating after an inspection by environmental health inspectors in January this year.
Although inspectors deemed the hygienic food handling and management of food safety ‘generally satisfactory’, they deemed the cleanliness and condition of the facilities and building needing necessary improvement.
READ MORE: Pop legend to make shock comeback at UK festival after ‘quitting music’
The Henley Distillery (Image: The Henley Distillery)
This includes having appropriate layout, ventilation, hand washing facilities and pest control to enable good food hygiene.
The company is no stranger to poor food hygiene ratings, given a one-out-of-five food hygiene rating in 2024, and another one in 2025.
Speaking to the Oxford Mail in 2024 the founder and master distiller Jacob Wilson said the low score was unfair and he was shocked by the rating.
He said: ““Unfortunately due to the diverse nature of businesses in South Oxfordshire, they do not have specialists in each field to run their audits which meant our auditor had never even set foot in a distillery before visiting us.”
READ MORE: UK’s ‘poshest festival’ relaxes strict dress code as temperatures rise
Henley Festival (Image: Garry Jones)
The Henley Distillery at Hampstead Farm was opened in 2021 and produces gin and rum in the historic barn in the countryside.
Henley Festival, which is also sponsored by champagne brand Moet and Chandon, is currently taking place, kicking off on Wednesday, July 8 and finishing on Sunday, July 12.
Recognised with awards such as the Thames Valley Chamber of Commerce Group’s SME Business of the Year, the business is a popular tourist attraction with distillery experiences available.
The Henley Distillery has been approached for comment.
Business & Technology
Oxfordshire business mentor releases brutally honest book
Mike Foster, who was born and raised in Kidlington, has written The Financial Times Guide to Starting a Business, which combines practical business guidance with insights into the entrepreneurial mindset.
Now based in Didcot, Mr Foster coaches business owners by reviewing critical aspects of their operations, identifying areas of focus, and developing tailored strategies.
Mr Foster said: “Many start-up guides focus solely on the mechanics of launching a business.
“But I wanted to be brutally honest about the realities and challenges entrepreneurs will face, sharing from my own journey which has included both big successes and a six-figure setback.”
The book is his second publication, following 2023’s 105 Ways to Accelerate Your Business Success.
He also contributes to the community through his work in schools, having served as an enterprise advisor for Enterprise Oxfordshire (formerly OxLEP).
In that role, he supported Didcot Girls School and helped the organisation recruit 40 equivalents in secondary schools across the county.
The new book covers everything from idea development and marketing to finance, legal structures, and operations.
It aims to help readers assess whether they are mentally prepared for entrepreneurship.
Written as a step-by-step guide, the book offers practical, actionable advice and encourages readers to consider the mindset needed to build confidence and avoid common start-up pitfalls.
The Financial Times Guide to Starting a Business is available now in paperback and e-book formats from Amazon, Waterstones, and other major retailers.
Business & Technology
SSEN to offer free, personalised energy advice to customers
The service is available across central southern England and the north of Scotland through a partnership with energy efficiency charities Changeworks and the Centre for Sustainable Energy (CSE).
It offers support with fuel poverty, energy bills, and low-carbon technologies.
Eliane Algaard, director of customer operations at SSEN, said: “We know that many of our customers are looking for trusted, practical advice to help them manage energy costs, improve the comfort of their homes, and make informed choices about low-carbon technologies.
“By working with Changeworks, we can offer our customers access to specialist support that reflects the different needs of the communities we serve, from rural and island locations in the north of Scotland to towns and cities across central southern England.
“This partnership builds on the support we already provide for customers who may need extra assistance and enables us to help even more households to access the right advice at the right time.”
Customers can access the free advice via phone, online, or in person.
The programme will also proactively identify individuals in need through outreach activities, including promotion of the Priority Services Register, distribution of energy-saving kits, and advice on making homes more sustainable.
Changeworks brings nearly 40 years of experience delivering energy efficiency support in Scotland, while CSE has worked with SSEN since 2021 through the Cosier Homes Advice project in central southern England.
Morven Masterton, head of community engagement and energy advice services at Changeworks, said: “Changeworks is delighted to be partnering with CSE to deliver this important SSEN initiative, supporting customers across the two regions.
“Together, our organisations bring extensive local knowledge, strong partnerships, and well-established networks.
“By integrating this programme into the existing support available in each area, we will be able to maximise its reach and deliver an even greater impact for the customers and communities we serve.”
CSE has over 45 years’ experience helping people reduce energy costs and improve home comfort.
Karn Shah, head of advice at CSE, said: “Energy bills remain high, and more people are struggling to keep up.
“This new partnership with Changeworks and SSEN means we can reach even more households who need practical, impartial advice to help them cut their bills, ensure their homes are a safe temperature and more energy efficient, and understand their route to a low-carbon future.”
SSEN said the scheme would support warmer homes, lower bills, and a fair transition to a low-carbon future.
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