Is Screen Time Replacing Playtime?
Toy Story 5 Sparks a Conversation Parents Can’t Ignore
The first trailer for Toy Story 5 has dropped and the internet quickly zeroed in on a surprisingly modern villain: screen time.
In one moment teased in the trailer, the toys watch helplessly as children become increasingly absorbed in tablets and devices. The moment struck a nerve with parents around the world and ignited a debate that feels very real in 2026: are screens slowly replacing traditional play?
“The conversation goes far beyond a movie plot,” says Catherine Jacoby, Marketing Manager at Toys R Us South Africa. “It reflects how childhood has evolved over the past two decades as digital devices and online entertainment have become more present in many children’s lives.”
The Rise of Screen Time
Research shows children are spending more time on screens than ever before. Experts advise no screen time for children under one, while the World Health Organization recommends limiting recreational screen use to two hours per day for children aged five to seventeen. Yet many exceed these limits. Studies suggest South African children may spend up to nine hours daily on screens, particularly on smartphones, gaming platforms and social media.
Jacoby says affordable mobile data and streaming services have dramatically reshaped how children interact with entertainment.
For many parents, she explains, finding the right balance between technology and play can be challenging. “Play is not a luxury, it is an essential part of childhood development. While screens can be educational and practical, children still need time for imaginative, hands-on play to build creativity, confidence and social skills.”
Why Play Still Matters
Child development specialists consistently emphasise the importance of physical play in building creativity, social skills and gross motor skills.
“Open-ended play, where children invent their own stories and scenarios, strengthens creativity, problem-solving and collaboration,” Jacoby explains. “Play is how children make sense of the world. Through play they experiment, solve problems, collaborate with others and develop confidence.
“While technology is part of modern childhood, physical toys still offer something irreplaceable – the freedom for imagination to lead,” she says “Through play, children learn, dream and connect with the world around them. That’s why the renewed conversation sparked by Toy Story 5 resonates with many parents who are already questioning how much screen time is healthy.”
The first trailer for Toy Story 5 has dropped and the internet quickly zeroed in on a surprisingly modern villain: screen time. In one moment teased in the trailer, the toys watch helplessly as children become increasingly absorbed in tablets and devices. The moment struck a nerve with parents around the world and ignited a debate that feels very real in 2026: are screens slowly replacing traditional play?
“The conversation goes far beyond a movie plot,” says Catherine Jacoby, Marketing Manager at Toys R Us South Africa. “It reflects how childhood has evolved over the past two decades as digital devices and online entertainment have become more present in many children’s lives.”
The Rise of Screen Time
Research shows children are spending more time on screens than ever before. Experts advise no screen time for children under one, while the World Health Organization recommends limiting recreational screen use to two hours per day for children aged five to seventeen. Yet many exceed these limits. Studies suggest South African children may spend up to nine hours daily on screens, particularly on smartphones, gaming platforms and social media.
Jacoby says affordable mobile data and streaming services have dramatically reshaped how children interact with entertainment.
For many parents, she explains, finding the right balance between technology and play can be challenging. “Play is not a luxury, it is an essential part of childhood development. While screens can be educational and practical, children still need time for imaginative, hands-on play to build creativity, confidence and social skills.”
Why Play Still Matters
Child development specialists consistently emphasise the importance of physical play in building creativity, social skills and gross motor skills.
“Open-ended play, where children invent their own stories and scenarios, strengthens creativity, problem-solving and collaboration,” Jacoby explains. “Play is how children make sense of the world. Through play they experiment, solve problems, collaborate with others and develop confidence.
“While technology is part of modern childhood, physical toys still offer something irreplaceable – the freedom for imagination to lead,” she says “Through play, children learn, dream and connect with the world around them. That’s why the renewed conversation sparked by Toy Story 5 resonates with many parents who are already questioning how much screen time is healthy.”
