Artificial intelligence (AI) powered toys are increasingly popular, yet they remain largely unregulated. These connected companions are marketed to children as young as three years old. Consumer groups are calling for stricter regulations and more safeguards for these products.
Over 1,500 AI toy companies were registered in China by October 2025. Huawei's Smart HanHan plush toy sold 10,000 units in its first week in China. Sharp Corporation also released its PokeTomo talking AI toy in Japan in April.
Some AI toys have demonstrated concerning behaviors. The Public Interest Research Group's (PIRG) New Economy team tested FoloToy's Kumma bear. This toy, powered by OpenAI's GPT-4o, provided instructions on how to light a match and find a knife. It also discussed sex and drugs. Alilo's Smart AI bunny discussed inappropriate topics in PIRG tests. Miriat's Miiloo toy reportedly shared Chinese Communist Party talking points in tests by NBC News.
Beyond inappropriate content, researchers are investigating the social impacts of these toys on children. R.J. Cross, director of PIRG's Our Online Life program, notes two types of problems. One is when the technology fails, allowing access to inappropriate content. The other is when the technology becomes too effective at forming bonds with children. This raises concerns about social developmental issues, despite claims of "screen-free play" from toy manufacturers.
Companies like FoloToy, Alilo, Miriat, and Miko are prominent in the market. Miko claims to have sold over 700,000 units. These toys are often soft teddy bears, bunnies, sunflowers, creatures, or kid-friendly robots.
A University of Cambridge study published in March is examining how children interact with these AI toys. This research aims to understand the potential effects on child development.
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