With schools now out, UK children aged 5–7 are on track to spend more time in front of screens than asleep – with some exceeding 6+ hours of daily screen time, according to national estimates. Experts warn that excessive screen exposure is not just a summer issue – it’s a growing public health concern with serious consequences for learning, mental health, and emotional development.
“Screen time is becoming the default for too many young children – not because parents don’t care, but because support feels out of reach”, says Dr. Lalitaa Suglani, Psychologist & Author. “The early years shape everything, and even small shifts from passive screens to playful connection can make a lasting difference.”
For many families, summer isn’t a break – it’s a breaking point. The UK Parliament’s 2024 Education Committee recommends minimal screen time for younger children – and a healthy balance of movement, screen-free activities and social interaction for older ones.
But with rising costs and limited support, many parents say it’s nearly impossible. According to recent data, 38% of parents say they dread the holidays due to stress and financial strain. Nearly 90% worry about their child’s future and 80% of parents – especially those with children in the early years – say they struggle to access affordable support. Meanwhile, one in four children are starting school not ‘school ready’ – a figure that rises each year. Screen time is frequently cited by both parents and teachers as a key contributor.
The antidote is real-world play – without added pressure. Creative, screen-free play supports brain development, builds confidence, and strengthens the caregiver-child bond. But families face three consistent blockers: a lack of time due to work and care demands, the high cost of learning tools, and a lack of confidence or knowledge about how to support their child’s development in simple, everyday ways.
Play Moments, a new parent-led tool backed by Innovate UK, is offering a lifeline. Developed with child development experts and co-created with families, Play Moments delivers daily screen-free activity prompts tailored to each child’s age, mood, and needs – all in under five minutes a day.
To support families over the summer, the team has launched a free online resource delivering daily, personalised activity prompts that adapt to each family’s time, energy, and headspace. Whether a parent has five minutes or twenty, the tool meets them where they are – offering screen-free ideas that meet families exactly where they are.
“In just 30 seconds, you’ll get a personalised, screen-free idea based on your unique family’s needs and energy,” says Ioana Axinte, co-founder of Play Moments. “No scrolling, no dopamine loops – just five minutes of real-world connection that fits your day”.
Activities range from kitchen treasure hunts and DIY puppet shows to outdoor nature walks and mindful breathing exercises – all designed to support brain development, emotional regulation, confidence, and real-world connection. Most importantly: the child never touches a screen.
“This isn’t about adding another thing to a parent’s to-do list,” says Axinte. “It’s about using tech with empathy to spark more real connection – not more distraction.”
This initiative aligns with the UK Government’s Plan for Change, supporting early childhood development and tackling the growing school readiness gap.
“This is about helping parents create magic with what they already have,” says Kelly Evans, founder of Social Change UK and project partner. “Connection doesn’t need to cost anything. And the earlier we support it, the better the long-term outcomes.”
Play Moments isn’t just for families – it’s being built with them. The team is currently running a national survey to gather the lived experiences of UK parents with young children. These insights will directly inform future features and support.
- Take part in the national parent survey
https://www.smartsurvey.co.uk/s/PlayMoments/
- Try the free Play Moments Tool today – for your daily, personalised screen-free activity:
