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  • Apple's advert appeals to 'drone parents'
  • Apple's advert appeals to 'drone parents'
    Apple ©

Apple's advert appeals to 'drone parents'

With mobile devices increasingly being used to support parents looking after their kids, Apple has released an advert for the iPhone showing how it helps people to be better mums and dads. Called ‘Parenthood’, it depicts a full day of typical family activities assisted by the iPhone.



  • Article image LeapBand: do we have to track our children’s play?

    Toy maker LeapFrog has created a watered down version of what every adult seems to be playing with today – a fitness tracker. Called the LeapBand, it motivates kids to jump around and be more active. But do parents really need to be tracking their kids while they play?

  • Nivea: tracking kids on the beaches of Brazil Nivea: tracking kids on the beaches of Brazil

    During the summer, Brazil’s beaches get overcrowded - a nightmare for parents trying to keep an eye on their kids as they splash in the sea. To protect more than skin, Nivea has launched the Sun Block print advert that turns into a wristband for parents to track their kids.

  • Article image Play-i: coding for kids

    Coding is an increasingly important skill, but getting a young child enthusiastic about it isn’t easy. Can gamifying learning with toy robots help create a new generation of programmers?

  • Article image Smart Diapers: too much information?

    A new market for smart baby monitoring systems combines a thirst for data with a growing hyperawareness of health. But can a constant stream of information truly reassure anxious parents?