Amazon brags that when a child says, “Alexa, I’m bored,” Echo Dot Kids will respond with a game or activity. This feels like a win for parents and kids: A child is entertained, and her caregiver can attend to other tasks. But boredom, unfun as it feels, is crucial to healthy development. By finding something to do on their own, kids learn to think creatively and tolerate mild discomfort. According to pediatrician and media researcher Dr. Jenny Radesky, “These two skills—creative initiative and distress tolerance—are incredibly important in life success, but may become harder for children to develop if they become accustomed to immediate boredom relief through a virtual assistant or other device.”
More than that, the “play” offered by FreeTime Unlimited benefits Amazon’s corporate partners much more than it benefits children. Play is how kids learn about the world and their place in it, which is why the best play is open-ended and child-directed. But on FreeTime, play is driven by companies like Nickelodeon, which described Echo Dot Kids as “an exciting new arena for our audience to engage with our brand”—a troublesome thought when you remember that their audience is kids as young as 4 year olds and that “engagement” is brand-speak for “buying stuff.” This kind of branded play is more like interactive marketing, which limits children’s creativity and leads to a host of negative outcomes, including increased family stress (like the kind that happens when your child asks 20 times for that SpongeBob macaroni). A truly kid-safe product would give children the opportunity to play creatively, independently, and free of marketing messages.
