JMIR Publications today published News and Perspectives exploring the potential impact of AI-enabled toys on children’s well-being and development. “Policy makers and researchers focus on the impact of AI toys,” written by JMIR correspondent Simon Spichuk, examines the rapid proliferation of consumer toys integrated with LLM, the severe lack of research on their impact on early neurodevelopment, and the growing privacy and transparency concerns raised by experts and policy makers.
Impact on early neurodevelopment
Despite an estimated 22 million AI-integrated toys being sold worldwide in 2025, little research has been done on how these tools impact young children’s cognitive and socio-emotional development, Spichak reports. Pediatric cochlear implant surgeon Dana L. Susskind said that while nurturing human speech and interaction is known to build children’s brains, it remains unclear whether imitating human speech through AI toys provides similar developmental benefits. In fact, a recent study by the University of Cambridge’s AI in the Early Years project found that the AI toy they selected (Curio Interactive Inc’s Gabbo) missed the mark in terms of important developmental activities for young users as pretend play and social play.
Privacy and safety concerns
Ethicists and policymakers are sounding the alarm about the security risks of these devices. AI toys are often equipped with cameras, microphones and facial recognition, but they often lack important privacy measures, creating what bioethicist Łukasz Kamienski describes as a “totally unregulated realm”. Without proper safeguards, these toys also risk engaging minors in inappropriate conversations or subtly conveying misinformation or propaganda to young users, Spichak reported.
Guardrails and the need for transparency
While some educators believe that under the right circumstances AI interactivity could eventually be beneficial, experts stress that strict regulation is urgently needed. Developmental psychologist Emily Goodacre, co-author of the AI in the Early Years project, advocates for mandatory labeling of AI toys detailing the underlying LLM model, training data, and safety guardrails to better inform parents, families, and educators. The current consensus urges caution. Susskind emphasizes that a deeper understanding of AI companion interactions with young brains and better guardrails are needed before they are ready to be safely deployed.
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Reference magazines:
Spichak, S. (2026). Policy makers and researchers focus on the impact of AI toys. Medical Internet Research Journal. DOI: 10.2196/102064. https://www.jmir.org/2026/1/e102064.
