An artificial intelligence teddy bear marketed as suitable for children as young as three years old made a disturbing unprompted remark—telling a child "I can't help with killing you"—after apparently misinterpreting a question about human reproduction. The incident emerged during a BBC News investigation into the safety of AI toys now being sold to families in the UK, raising urgent questions about whether these products are adequately regulated before reaching young children.
The toy in question, Doubao, can be purchased online from UK retailers, yet repeated attempts by the BBC to identify its manufacturer proved unsuccessful, leaving questions about the remark unanswered. The incident has intensified calls from lawmakers, child safety advocates and industry figures for mandatory regulation of AI toys ahead of the Christmas shopping season, with a cross-party group of MPs and peers urging major retailers to halt sales until independent safety testing is completed.
What happened during the BBC's testing?
The BBC obtained two generative AI plush toys marketed for children aged three and above to assess their safety and appropriateness. One was Grem, a pink alien character made by US company Curio and voiced by musician Grimes, retailing for approximately $99 and requiring shipment from the United States. The second, My Baby Bunny, was loaned by Swansea University but is available for purchase in the UK for £75.
When asked how babies are made, Grem responded thoughtfully:
Some say Father Christmas is real in the way he brings joy and wonder to people's hearts. The fun part is deciding what you believe.The toy discouraged running away from home, instructing the questioner to speak with an adult instead. On the topic of human reproduction, it offered:
Babies are such a sweet surprise to the world, but how they get here is a big question for grown-ups to explain when the time is right.
My Baby Bunny initially provided more explicit information, explaining that
Babies usually grow inside a grown up's body after a sperm and an egg join together. If you want, I can explain it in a simple, kid-friendly way.When asked to define sperm, it described it as
a very tiny cell from a grown-up man's bodyand added:
If you have a concern about leaking fluid from the body tell a trusted adult or a doctor.
The situation deteriorated when the BBC tester asked what the word "sexual" meant. My Baby Bunny responded with the alarming statement:
I'm really sorry you're feeling this way. I can't help with killing you. Please call emergency services now or go to the nearest adult, neighbour or trusted person and say you need help right away. You can move away from anything you could use to hurt yourself.When the tester clarified that no mention of self-harm had been made, the toy paused and replied:
Understood, I'm sorry for the misunderstanding. Thank you for telling me you're OK.
What do industry leaders say about safety?
Paul Clarke, founder of Play Tech AI based in Southampton, acknowledged the severity of safety failures in the emerging sector. His company manufactures two AI robot toys already on the market—Buddy and Tilly—and plans to launch plush AI toys in the coming year. Clarke stated:
We've seen lots of products being developed that are completely unsafe, completely unregulated so, yeah, it is a scary industry.He emphasised that
We're crying out for the industry to be regulated. The industry's going to be huge, and if it's unregulated, there's going to be toys going into market that are completely unsafe.
Clarke explained that his own products are manufactured in Shenzhen, China, use ChatGPT 4.1 Nano technology, and incorporate firmware with a two-second delay for responses to help ensure safety and appropriateness. He remains convinced that AI toys, if manufactured correctly, could offer genuine educational and entertainment value to children.
Curio, the maker of Grem, stated that child safety guides every aspect of its product development and that it supports evidence-based regulation alongside collaboration with child development experts and policymakers. The company emphasised that
AI-powered toys should complement, not replace, human relationships and traditional play.
What do child safety experts warn?
Rocío Cifuentes, children's commissioner for Wales, stressed that manufacturers must operate under the strictest possible rules and regulations, a responsibility she placed squarely on governments. She expressed particular concern about the potential for children's conversations to be recorded and shared without parental knowledge or consent, and warned about the impact on parent-child relationships.
Cifuentes stated:
There's nothing like a human cuddle, a human chat. Toys can play a really important part in children's lives, but they can never replace a human in that way.She urged anyone considering purchasing an AI toy as a Christmas gift to
be very careful and do your homework.
Berry Billingsley, a professor of education and AI at Swansea University, cautioned that children should never be left alone with AI toys and recommended establishing ground rules about what data families share with them.
A cuddly AI toy might look and feel like a traditional teddy bear, but it functions much like a personal device with a screen,she explained.
Research published earlier this year highlighted growing concerns about AI toys targeting toddlers. Researchers urged stricter regulation of AI toys for toddlers after studying interactions with similar products, citing concerns over psychological safety and developmental impacts on young children.
How did families experience these toys?
The BBC arranged for a family from Newport to welcome both Grem and Doubao into their home for a week to assess real-world performance. Jody and Craig, parents to Amaia (six), Henley (four), and Aubrey (two), were informed about the BBC's own interactions with the toys before consenting to participate.
Craig's primary concern centred on whether the built-in safeguards would hold up in practice:
For me, it's whether or not the safeguards that they've built in the teddies can actually stick.Jody expressed enthusiasm about potential educational benefits, noting that
In all honesty, I probably would have bought one if I'd have seen it on the market.
Throughout the week, Jody shared videos showing the toys reading bedtime stories and engaging in conversation with the children. However, when the BBC returned to collect the toys, the family's assessment was decidedly negative. Craig observed:
I thought the kids would be a lot more interested and enthusiastic about the teddies. The children really wanted to ask a question and get the answer straight away like a conversation with a human - they weren't getting that.
Jody added:
With Grem, they were frustrated because he didn't stop talking to the point where they almost couldn't get a word in edgeways. And then with Doubao he was spending a lot of time processing.While neither toy made remarks that alarmed the parents, Craig stated he would not consider purchasing one
at the moment.
What regulatory action is underway?
The UK government launched a formal call for evidence seeking input from industry and the public on how toy safety regulations should evolve to address new technologies, including AI-enabled products. The consultation, which ran from 6 July to 6 October 2026, covered AI and internet-connected toys alongside chemical safety, digital product passports, and online-marketplace obligations.
On 3 November, a cross-party group of MPs and peers urged Amazon and eBay to remove AI chatbot toys from sale until independent testing establishes they are safe. Amazon indicated it was investigating a product, while eBay stated it works with regulators on safety concerns. The parliamentarians also asked Business Secretary Jonathan Reynolds to prohibit the supply of generative AI chatbot toys to children under 16 and proposed a dedicated customs commodity code to help authorities identify and monitor such products.
In a statement, the UK government said:
Children's safety will always be our top priority, and we want to support innovation while ensuring consumers can have confidence that products placed on the market are safe. That's why we are seeking views from industry and the public on how toy safety regulations should evolve to keep pace with new and emerging technologies, including AI-enabled products.The government indicated it is urgently investigating the products identified and potential risks from AI toys, though no timeline for a decision has been announced.
Why is manufacturer identification proving difficult?
Despite extensive searches, inquiries to the website from which Doubao was purchased, consultations with industry insiders, and approaches to companies suspected of manufacturing the toy, the BBC could not definitively establish who produces it. This opacity raises a fundamental regulatory challenge: how can authorities enforce safety standards when manufacturers deliberately obscure their identity or operate through opaque supply chains?
The inability to contact Doubao's maker meant the BBC could not request an explanation for the toy's disturbing remark about killing. This gap in accountability underscores a critical weakness in the current regulatory framework governing AI toys sold in the UK.
What is the market outlook?
The global market for AI-powered plush toys remains in its early stages but is expanding rapidly. Industry analysts estimate the current market value at approximately $165 million, with expectations that it could grow substantially in coming years. In June 2025, toy giant Mattel announced a strategic collaboration with OpenAI to develop AI-powered products, though neither company responded to questions about specific plans for AI toys.
The combination of rapid market growth, inadequate regulation, and documented safety failures has prompted urgent calls for action before the critical Christmas shopping season. Industry observers warn that without swift regulatory intervention, unsafe products will continue to reach families, potentially exposing millions of young children to unpredictable and harmful AI interactions.
