Yoto - the playground is open to everyone

As a mum of a 1 ½ year old, the dreaded ‘screens’ have already become a life saviour to get anything done whilst my koala baby hangs off my arm and we have read every one of his 100 books for the 5th time that day.

But nothing can stop the dreaded mum guilt creeping in. Passive aggressive comments from friends whose kids ‘just aren’t interested in screens’, the Instagram algorithm of mum shaming working its magic and my internal monologue over-analysing my sons bemused face at Ms Rachel.

Is this, ok? Is this the equivalent of baby Love Island where you feel your brain cells diminishing by the second? Am I a terrible mum?

I absolutely can see the benefits and know that it’s a necessity support tool when I need that 2 minutes here or there to go to the toilet or make him dinner, but I can also see how it can become a slippery slope as he gets older.

With the WHO recommending ‘no screen time for children under 2’, ‘up to 1 hour for 2–4-year-olds’ and the average screen time currently coming in at ‘six hours and 57 minutes per day’ - Houston we have a problem.

The panicked list of how negatively screens can affect our kids is endless- delays to language development, emotional and behavioural problems, child obesity, poor mental health, disrupted sleep, reduced attention spans etc.

So, what’s the solution? We need some alternatives. Something to capture kids’ imaginations, whilst stimulating them, something which can occupy kids independently supporting parents on those long hard days without the wave of crushing parental guilt, welcome to the stage… Yoto.

I first came across Yoto 3 years ago when my sister bought one for her little girl and the whole family were blown away, including my niece. Offering kids a screen-free alternative with an audio player which brings their favourite stories to life, as well as music and podcasts, through the purchase of cards inserted into the player, no gimmicks, no fuss, just a genius product.

Since its inception in 2015, the product team at Yoto have continued to iterate and experiment with new features, updates and product extensions with a deep focus on their target customer - the family, crucially obsessing over the parents/caregivers’ needs as well as the kids.

Families are finding themselves increasingly time -poor and overwhelmed with the array of shiny new gadgets on the market with our living rooms becoming a dumping ground for crap which our kids grow out of within months of purchase.

But Yoto has perfected its value proposition as the 21st-century product that has it all, creating a product that grows with kids, encouraging independent play and helping our little ones grow their curious and playful minds. Value for money – check, versatility – check, longevity - check, easy to transport on planes, trains and automobiles – check and a robust but modern, stylist design which is a real breath of fresh air after the toddler years of oversized, plastic tat.

Now on its 3rd generation, the Yoto player has an alarm clock, a room thermometer, a night light, a Bluetooth speaker, a free radio feature and daily podcast, a selection of colourful accessories, free blank cards for families to record their own voices, stories and songs and most recently a feature which turns the player into a plane scanner that finds planes around you and teaches kids about them and the destinations they are headed too.

My hat goes off to the team at Yoto - relentlessly innovating whilst staying true to their mission in setting the scene for life’s greatest adventure- childhood.

It is also a brand that champions community, which is something that rings close to my heart, having worked for global sportswear brands where community acts as a blueprint for a brand’s playbook. Yoto has a dedicated space on their website for their community to share ideas, meet like-minded people and give feedback on the product, as well as a platform for local creators and budding entrepreneurs to share their stories and songs.

It has also opened up its API, so customers can develop and integrate their own bright ideas into the platform, with Ben Drury (Co-Founder) sighting ‘its about turning every Yoto player into a gateway for creative family-life solutions we haven't imagined yet.’

Yoto is rewriting the way brands show up, continually inventing new ways to inspire its customers and engage with them directly, in a real and authentic way. Yoto celebrates play, something we adults can forget to prioritise or enjoy, and for that, they should be applauded.

Yoto truly has secured its spot as a timeless innovation and a market-leading brand and I, for one, cannot wait for the day when my toddler Arthur has one in his hand.