By Fatma Younis
An AI teddy bear marketed for children as young as three made an unprompted remark about killing during a BBC investigation into the safety of generative AI toys. The plush toy, sold online in the UK under the name Doubao, responded “I can’t help with killing you” after a reporter asked it to explain the meaning of the word “sexual” following a conversation about reproduction.
Toy’s alarming response
The comment emerged when the BBC tested two AI plush toys available for purchase in the UK. Doubao, also listed as My Baby Bunny, had earlier described how babies are made and defined sperm as “a very tiny cell from a grown-up man’s body.” When asked what “sexual” means, it abruptly shifted to a suicide-prevention script, urging the user to call emergency services and move away from anything that could be used for self-harm. After the reporter clarified no self-harm was intended, the toy apologized for the misunderstanding.
Industry calls for regulation
Paul Clarke, founder of Southampton-based Play Tech AI, said the industry is “crying out” for regulation after seeing “completely unsafe, completely unregulated” products at a recent toy fair in Shanghai. His company’s own AI robots use ChatGPT 4.1 Nano with a two-second delay to filter responses. The children’s commissioner for Wales, Rocío Cifuentes, echoed the call, urging manufacturers to adhere to the strictest rules and warning that AI toys should never replace human contact.
Family trial reveals flaws
A family in Newport tested both Doubao and Grem, a $99 toy from US firm Curio voiced by singer Grimes, for one week. The children, aged two, four, and six, grew frustrated: Grem talked incessantly, while Doubao often paused for long processing periods. Neither toy raised safety concerns during the trial, but the parents said they would not buy one at present.
Experts warn of risks
Professor Berry Billingsley of Swansea University cautioned that children should never be left alone with AI toys, noting they function like personal devices with screens and can record conversations without parental knowledge. She advocated setting ground rules on data sharing.
Government response
The UK government stated children’s safety remains a top priority and said it is seeking public and industry views on updating toy safety regulations for AI-enabled products. A call for evidence closed on 6 October. Toy giant Mattel announced a strategic collaboration with OpenAI in June 2025 but did not confirm specific AI toy plans.
Manufacturer transparency issues
Despite extensive efforts, the BBC could not identify the maker of Doubao, raising questions about how regulation can be enforced when manufacturers remain opaque. The global market for AI-powered plush toys is estimated at $165 million and expected to grow rapidly.
