YAPA’s home phone for kids hits markets
UK-based startup YAPA has launched its ‘home phone designed for kids’, to support its mission to push more children to communicate safely via the phone rather than through messaging apps, gaming and social media.
The WiFi-enabled phone is designed for children aged five to 14. The phone uses cloud telephony, contemporary tech, and a small visual display. It contains a parental app that enables complete control over every call, both incoming and outgoing.
The company has intended the phone to be used in family homes, and gives children independence before their first iPhone. The company was co-founded by Rory St. Clair Gainer, Marcus Turner and Antonia Carter in collaboration with Aetha, a product design consultancy led by ex-Dyson designer Tom Parsons.
The brand is backed by actress and brand ambassador Rebecca Ferguson.
Speaking at the launch, Ferguson said she wants her kids to have the freedom to call friends and have responsibility for themselves, which she believes YAPA can provide.
“My kids are learning to actually pick up the phone and talk to their friends, their grandparents, cousins and extended family; people they might not otherwise speak to nearly enough. And it works both ways. Those little, everyday conversations can mean so much, whether you’re eight or eighty. It’s simple, it’s smart, and it brings people closer. That feels really important,” she said.
Ofcom data reported that a quarter of five-to-seven-year-olds now own a smartphone, and new data shows 78% of children messaged friends on social media more than spending time together over summer. YAPA reports that its phone can solve this and it has built the product to enable Gen Alpha to have real and safe conversations, develop meaningful friendships and connections, and stay in touch with loved ones.
Drawing on early 2000s nostalgia, with elements inspired by classic Nokia cases and the aluminium iPod Nano, the phone enables customisation through interchangeable cases and handsets. The device is available in six colourways: Cloud Spark, Electric Lagoon, Flamingo Fizz, Cosmic Citrus, Deep Space and Comet Orange.
YAPA co-founder Marcus Turner said UK children are losing the habit of talking to each other: “Those core communication skills that are so important for childhood development and long-term happiness. Having meaningful conversations enables children to share thoughts, ideas, problems and passions. For those seeking meaningful connection, YAPA gives kids the freedom to talk.”
YAPA and ex-Dyson designer Tom Parsons added: “We didn’t want to make another toy or a scaled-down smartphone; we wanted an object with real material quality, that a child is proud and happy to see on the kitchen counter and excited to tell their friends they use.”
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