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The dying of the middle-class dream

Millions of households have suffered a fall in living standards in these past few years. So when the politicians are seen to collude in what feels like a rip-off . . .

All of British politics since the end of the Second World War has been underpinned by a double promise. The first element is collective – every generation will live better than the one before it. The second component is individual – any citizen’s hard work will be rewarded with wealth and higher social status.

In the US, the equivalent offer is explicit in the idea of an “American dream”. In Britain, we are more reticent about expressing the belief that self-advancement should be a fundamental right and more pessimistic about whether it extends to us. That doesn’t mean the idea lacks currency, nor does it diminish the feeling of betrayal when the contract is broken.

It is breaking before our eyes. The financial crisis did not only disrupt the longest run of economic growth in living memory; it upset assumptions about who the economy was designed to serve. The perception that a super-wealthy elite was both responsible for the crash and insulated from its consequences is profoundly demoralising. It mocks the ambition of those who feel they are working harder than ever for diminishing returns.

For millions of British households the experience of the past few years has been creeping impoverishment. Wages have been frozen or have risen too slowly to keep up with the cost of living. According to data from the Office for National Statistics, the average weekly pay packet has fallen by about 8 per cent in real terms since the start of 2008 – the peak of the boom. In the same period, while GDP per head has contracted by 7 per cent, net national income per head has fallen by 13.2 per cent.

According to a recent study by researchers at Loughborough University, the cost of a basket of essential goods and services – including food, fuel and public transport – has risen by 43 per cent in the past decade. The average domestic energy bill has roughly doubled in real terms over the same period. For many, those pressures have cancelled out material gains accrued since the turn of the century. Necessary components of family life – childcare, running a car – have become punishingly expensive for anyone living on or below the median household income, currently about £26,500 per year.

Then there is the slow burn of Britain’s housing crisis. Surveys of mortgage lenders show the average age of a first-time buyer is now 35, up from 28 in the 2000s and 24 in the 1960s. The only reason hundreds of thousands of people who already own their property are able to stay in it is that interest rates are below the long-term trend. A sudden rise could tip them into arrears. Rents are inflating in the private sector, much of which is a wild west of cowboy landlords charging extortionate rates for hovels. As for social housing, in densely populated parts, anyone not destitute enough to qualify for emergency short-term accommodation can expect to sit on a waiting list for up to ten years.

Unemployment has not soared as much as many feared in the recession, but the official numbers are buoyed by increases in part-time work and by people declaring themselves self-employed, categories that conceal meagre incomes. Roughly 1.4 million people are forced to work fewer hours than they would like. There are still about 2.5 million people jobless. Youth unemployment is hovering just below the one million mark. A mass of research shows that future earnings and self-esteem will be dented irreversibly for those young people passing their formative years in a hopeless drift.

A YouGov survey conducted last month asked voters how worried they were that “people like you will not have enough money to live comfortably” over the next two to three years. Seventy-one per cent were fairly or very worried; 28 per cent were not worried. When asked about the fear of losing their job or finding work 64 per cent said they were worried and 32 per cent were not. Those proportions were broadly the same across social categories, political allegiance, age and region.

The fall in British prosperity and optimism is not just a function of the financial crisis and recession; nor will it necessarily be reversed as economic growth returns. Wages for those in the bottom half of the income scale have been stagnant since 2003. Research by the Resolution Foundation, the leading think tank looking at trends in living standards, has found that disposable incomes for low earners fell in every region of England outside London during the period 2003-2008 – the frothiest part of the boom, when the British economy as a whole expanded by 11 per cent.

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Even in the good times, people were not as well off as they thought they were – or felt entitled to be. The state compensated for some of the shortfall with tax credits. Those are now being cut. Individuals also topped up their wages with credit cards and other private debts. That habit persists. A study by the consumer group Which? found that, this past September alone, 800,000 households took out emergency “payday loans”, often carrying extortionate interest rates. Last year, Wonga.com, a leading provider of such loans, more than trebled its profits on the previous year, up from £12.4m to £45.8m.

According to the Resolution Foundation’s analysis, even when heroic assumptions are made about a prompt bounce back to growth and rising employment, the benefits will accrue to those who, by any objective measure, are already rich. “There is a complacent view that a return to growth will be enough. That is unlikely to be the case,” says Gavin Kelly, the foundation’s director. “We know from recent history in the UK, and far longer experiences in other mature economies, that it is perfectly possible for steady growth to coincide with an era of stagnant living standards.”

This opens a new chapter in British politics. For the first time, swaths of middle-class voters, who for generations were given to understand that the system was fashioned for their benefit, feel it is rigged against them. In such a climate, the conventional messages – the appeal to aspiration and the promise to reward enterprise – ring hollow. Yet the current generation of party leaders doesn’t know any other kind of middle-class politics.

The American experience is instructive, although never wholly analogous. The US middle class has followed the same pattern of stagnant wages, shrinking opportunity and squeezed living standards but for even longer. The “Death of the Great American Middle Class” is a well-established trope in the US media, debated in newspaper op-ed pages and dissected by political scientists.

A new book by James Carville and Stan Green­berg, two veterans of Bill Clinton’s presidential campaigns, charts the phenomenon in depth. It’s the Middle Class, Stupid! argues that the mechanisms for delivering the American dream to the average citizen – access to quality education, affordable housing, jobs that pay decent wages – have broken down.

“There’s a presumption that you will do better and better, have more disposable income and more savings, and you’ll have a decent retirement, that your kids will get a college education and be able to do better than you,” says Greenberg. “If you look at the period 1945-80, that’s what happened in America. We now know, looking back from 1980 onwards, that it largely stopped – the story is now a myth.”

I met Greenberg, a pollster and strategist who is currently advising the Labour Party, on a recent trip of his to London. We sat in a central London coffee shop discussing the parallels between the American and British predicaments. One vital distinction, he observes, is that the “middle class” in the United States is a much broader category. Those who aspire to the status automatically expect to acquire it and so pre-emptively identify themselves with it. “In the US, working-class people who are clearly not middle class by the standards we’re talking about here [in Britain] consider themselves middle class, and they do so because they believe they will have rising incomes.”

When that expectation is disappointed the result is rage. It shows itself in the banners held aloft at this year’s Democratic National Convention saying “Middle Class First” (a slogan that would invite satirical sneers about easier access to organic vegetables in the UK). It is also a force driving the rise of the radical conservative Tea Party movement. Although the Republican fringe is better known in Britain for its Christian fundamentalism, it channels a sense of betrayal at the hollowing out of the American dream – the feeling that the Washington and Wall Street elite have stolen the country from the people.

As Greenberg sees it, the common belief is that America is “hard-wired” to furnish opportunity, so if it doesn’t happen, some conspiracy is to blame. “So we end up with a morality tale – who are the bad guys that are blocking the natural forces? It’s class conflict in the context of an assumption that we just need to take away the distortions that rig the rules.”

The suspicion that government is a malign influence is then inflamed by ultra-conservative media, weaving in reactionary religious fear that liberal policy degrades the moral fibre of the nation. Greenberg’s analysis is supported by Jacob S Hacker, a professor of political science at Yale University and an important intellectual influence among those in Ed Miliband’s inner circle. “The hallmark of contemporary public attitudes,” Hacker wrote in a recent paper, “is not public conservatism but public cynicism and distrust, fuelled by the economic trend of the last generation and a sense that government is out of touch.”

That, he argues, poses a particular challenge to politicians of the left, who must decontaminate state intervention of any kind before voters can trust them again to address structural imbalances and entrenched injustices in the economy. “To rebuild the middle class requires rebuilding a sense that government can make a positive difference.”

Thus, in the US at least, the mainstream politics of class resentment, historically imagined to be a resource of the left, has been appropriated by the anti-government right. A significant observation in It’s the Middle Class, Stupid! is that the raw evidence from opinion polls shows Democratic candidates do surprisingly well when they become unapologetic in demanding that wealth be shared more equitably. Yet they are often intimidated out of pressing the point home by a received wisdom – and a well-mobilised conservative commentariat – which says that such messages are divisive, signal a drift away from the centre, represent “class war” and alienate independent voters with a whiff of socialism.

A similar dynamic operates in Britain, though much moderated because we are less hysterical about the spectre of reds under the bed. The charge of sowing interclass strife is central to Tory rebuttals of Ed Miliband’s attempt, laid out in his speech to this year’s Labour conference in Manchester, to position himself as the leader of a “one-nation” party. Conservatives leapt on Miliband’s scorn for David Cameron’s quasi-aristocratic background, Eton education and cabinet staffed with millionaires as evidence that the call for national unity disguised a return to embittered socialism. Cameron addressed the point directly in his own autumn conference speech. “We don’t preach about one nation but practise class war,” he said. “We just get behind people who want to get on in life.” In parliamentary debate, Cameron routinely uses “left-wing” as a term of derision and a byword for unelectable incomprehension of mainstream British sensibilities.

Downing Street is under no illusions that politics for the foreseeable future will be shaped by the feeling in many households that the ground is giving way beneath their feet. Senior Tories also know that they will not long get away with blaming the nation’s misfortune on the legacy of the last government. “Answering the question ‘What are you going to do about this?’ will be the dominant theme in politics for the next 30 years,” says a No 10 strategist.

Cameron’s strategy for re-election rests on the hope of reviving his party’s appeal to those lower-middle-class and working-class voters who once flocked to Margaret Thatcher’s banner. They are often identified in the Conservative lexicon as the “strivers” – driven by the will to work their way up and deeply resentful of those perceived to be gaming the system, especially through “unearned” welfare payments.

The historically emblematic policy for winning the support of these voters was the “right to buy” council houses, which held out a mass invitation of enhanced status and asset wealth through property ownership. It is far from obvious what an equivalent offer today would look like. Besides, Thatcher, the daughter of a greengrocer, was intrinsically plausible as a champion of that target demographic. David Cameron is not.

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One Conservative who is sensitive to the needs of the “strivers” is Robert Halfon, the respected MP for Harlow in Essex. It is a bellwether seat, taken from Labour in the Thatcher landslide of 1983, reclaimed in the Blair stampede of 1997 and then surrendered again in 2010. Halfon has made a name for himself in parliament campaigning vigorously and with some success against rises in petrol duties, which, he says, are pummelling what he calls the “white van” voter. “The next election will be about the cost of living,” he tells me. “People in my constituency are getting up at 5am to drive to work. They are holding down two jobs. People are suffering but they still want to get on.”

Halfon doesn’t believe that the British middle class is responsive to political attacks based on the Prime Minister’s privileged family history, arguing that they see in these stories a sneer of envy. But he recognises that the Tories in general are in danger of looking as if they stand up for the wrong people. “Not one person on the doorstep has ever commented on Cameron’s background or [his education at] Eton,” Halfon says. “What people do care about, what is a large problem for us, is that we are seen as a party of the rich. Even people who agree with us and are inclined to vote for us are hesitant about it because they wonder if we are governing for the benefit of our rich friends.”

The distinction is vital. It is unreasonable to blame Cameron for the circumstances of his birth; it is fair to challenge him over the choices he makes in power. Labour has been stung in the past trying to depict Tories as cartoon toffs. In the 2008 by-election in Crewe and Nantwich, the Conservative candidate, Edward Timpson, a Cheshire barrister from a wealthy family, was trailed by Labour activists wearing “Lord Snooty” top hats and tails. The stunt backfired when the background of the Labour candidate, Tamsin Dunwoody, was shown to be no more proletarian. The seat was lost.

Since then the climate has changed. The imposition of painful economic policy has coincided with the appearance of a prime minister who is obviously unfamiliar with toil. Even many Tories admit to irritation with their leader’s haughty manner and encirclement by a gilded clique.

Stan Greenberg, who has a detailed knowledge of opinion-poll trends, believes the Prime Minister’s personal brand has been compromised by the impression that he moves in rarefied circles, is distant from the concerns of ordinary people and fails to put their interests first. The turning point was the phone-hacking scandal, which exposed Cameron’s seamless social integration with executives from Rupert Murdoch’s News Corp in a kind of rolling beau monde Cotswolds garden party.

“His identity is so fuelled by who he was hanging out with during that crisis – the horseback riding [with the News International executive Rebekah Brooks], the whole set of associations, Murdoch’s back-door entry to No 10. It resonated,” Greenberg says. “He’s part of the horsey set. He’s seen to be a typical Conservative who makes choices on policy, including cutting taxes for wealthy people, while also doing a granny tax. Combine that with who he was hanging out with, and things have come together in a way that is pretty indelible.”

The resignation last month of the Conservative chief whip Andrew Mitchell over allegations that he told police officers to “know their place” and called them “plebs” can hardly help redeem the party’s snobbish image. Downing Street claims the episode has caused much more of a stir in Westminster than anywhere else – that it has not “cut through” to a wider audience. It is hard to find an MP from any party who believes that.

While Cameron might struggle to reassure anxious voters that he is on their side, it is not obvious that Ed Miliband will be embraced as their more authentic champion. The opposition leader’s background is rarefied, too, only in a different way. He may have gone to the local comprehensive but his cultural schooling and political apprenticeship, in the north London intelligentsia and as a young adviser to Gordon Brown, respectively, do not resemble anything like the experience of the voters he wants to woo. For most people who take little interest in what happens at Westminster, he is another well-spoken, Oxford-educated politician who has never struggled to pay the rent.

To his credit, Miliband was the first party leader to identify what he characterised as the struggles of the “squeezed middle” – the long-term, downward pressure on living standards for people on or below average incomes. He has spoken about restoring what he calls “the promise of Britain”, a deliberate emulation of “the American dream”. The phrase has not caught on.

The focus on US trends is still the right one. It isn’t just the way real incomes have fallen while growth has risen. The UK is following an American labour-market pattern in which the kinds of jobs that pay well enough to sustain a high standard of living are becoming rarer – even as overall unemployment is falling. It has been called the “hourglass effect”. In other words, there is pool of poorly paid, low-skilled jobs at the bottom, a bulge of well-paid, high-end jobs at the top and a dwindling number of semi-skilled, white-collar, clerical or managerial posts in the middle. Those are the jobs that underpin mass participation in the middle class, as a lifestyle and an identity.

In another recent book charting the decline of the US middle class, Time to Start Thinking: America in the Age of Descent, the author, the Financial Times journalist Edward Luce, quotes Lawrence Katz of Harvard University, one of America’s leading labour economists, on the social consequences of polarisation between luxuriant and servile wages: “We are on track to becoming a country where the top tier remains wealthy beyond imagination, and the remainder, in one way or another, are working in jobs that help make the lives of the elites more comfortable . . . They will be taking care of them in old age, fixing their home wifi, or their air-conditioning, teaching or helping with their kids and serving them their food.”

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It is conceivable that Britain will end up in a similar place. Politics in the aftermath of the financial crisis is unlike the recovery phase from previous recessions. In the past it was easy to imagine that the country was experiencing a period of temporary turbulence. Politicians just needed to advertise their credentials to navigate through it. This time is different for two reasons. First, restoring growth alone does not solve the structural flaws that disconnect the middle class from realistic attainment of its members’ ambitions. Second, the very capacity of politics to provide solutions is in question. None of the present generation of party leaders has any experience of governing at a time when the entire economic system is perceived to be a con. They all hail from a political elite that is seen as having devised the scam or, at best, colluded in it.

Hacker has identified a paradox that applies as well to the British challenge as the American one: “Progressive reform will require using a broken political system to fix a broken political system,” he writes. “The main obstacle to change and the main vehicle for change are one and the same.”

For generations, much of the British electorate has not been highly politicised. Suspicion of ideology and wariness of campaigning exuberance are features of genteel, middle-class identity. The most successful election candidates in recent decades have been those who persuaded middle-class voters – or those who aspire to be middle class – that backing their party is the predictable, respectable thing to do. Both Margaret Thatcher and Tony Blair achieved a cultural monopoly over the non-political mainstream. They made voting for the opposition look somehow more conspicuously opinionated, a tilt towards the fringe, and therefore socially almost eccentric.

There is no candidate in British politics who can pull off that trick today. The financial crisis has ended the idea that the pursuit of a comfortable family life – “normal”, middle-class aspiration – can be automatic and politically neutral, as if decoupled from ideological choice. Already too much of a struggle for that to be the case, it is likely to become more of one and, by extension, increasingly politicised.

But how, and by whom? Not in recent memory have we seen politics in this country with a middle class radicalised by the brazen theft of its future. We may be about to find out what that looks like.

Rafael Behr is political columnist at the Guardian and former political editor of the New Statesman

This article first appeared in the 05 November 2012 issue of the New Statesman, What if Romney wins?

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Are smart toys spying on children?

If you thought stepping on a Lego was bad, consider the new ways in which toys can hurt and harm families.

In January 1999, the president of Tiger Electronics, Roger Shiffman, was forced to issue a statement clearing the name of the company’s hottest new toy. “Furby is not a spy,” he announced to the waiting world.

Shiffman was speaking out after America’s National Security Agency (NSA) banned the toy from its premises. The ban was its response to a playground rumour that Furbies could be taught to speak, and therefore could record and repeat human speech. “The NSA did not do their homework,” said Shiffman at the time.

But if America’s security agencies are still in the habit of banning toys that can record, spy, and store private information, then the list of contraband items must be getting exceptionally long. Nearly 18 years after TE were forced to deny Furby’s secret agent credentials, EU and US consumer watchdogs are filing complaints about a number of WiFi and Bluetooth connected interactive toys, also known as smart toys, which have hit the shelves. Equipped with microphones and an internet connection, many have the power to invade both children’s and adults’ private lives.

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“We wanted a smart toy that could learn and grow with a child,” says JP Benini, the co-founder of the CogniToys “Dino”, an interactive WiFi-enabled plastic dinosaur that can hold conversations with children and answer their questions. Benini and his team won the 2014 Watson Mobile Developer Challenge, allowing them to use the question-answering software IBM Watson to develop the Dino. As such, unlike the “interactive” toys of the Nineties and Noughties, Dino doesn’t simply reiterate a host of pre-recorded stock phrases, but has real, organic conversations. “We grew it from something that was like a Siri for kids to something that was more conversational in nature.”

In order for this to work, Dino has a speaker in one nostril and a microphone in the other, and once a child presses the button on his belly, everything they say is processed by the internet-connected toy. The audio files are turned into statistical data and transcripts, which are then anonymised and encrypted. Most of this data is, in Benini’s words, “tossed out”, but his company, Elemental Path, which owns CogniToys, do store statistical data about a child, which they call “Play Data”. “We keep pieces from the interaction, not the full interaction itself,” he tells me.

“Play Data” are things like a child’s favourite colour or sport, which are used to make a profile of the child. This data is then available for the company to view, use, and pass on to third parties, and for parents to see on a “Parental Panel”. For example, if a child tells Dino their favourite colour is “red”, their mother or father will be able to see this on their app, and Elemental Path will be able to use this information to, Benini says, “make a better toy”.

Currently, the company has no plans to use the data with any external marketers, though it is becoming more and more common for smart toys to store and sell data about how they are played with. “This isn’t meant to be just another monitoring device that's using the information that it gathers to sell it back to its user,” says Benini.

Sometimes, however, Elemental Path does save, store, and use the raw audio files of what a child has said to the toy. “If the Dino is asked a question that it doesn’t know, we take that question and separate it from the actual child that’s asking it and it goes into this giant bucket of unresolved questions and we can analyse that over time,” says Benini. It is worth noting, however, that Amazon reviews of the toy claim it is frequently unable to answer questions, meaning there is potentially an abundance of audio saved, rather than it being an occasional occurrence.

CogniToys have a relatively transparent Privacy Policy on their website, and it is clear that Benini has considered privacy at length. He admits that the company has been back and forth about how much data to store, originally offering parents the opportunity to see full transcripts of what their child had been saying, until many fed back that they found this “creepy”. Dino is not the first smart toy to be criticised in this way.

Hello Barbie is the world’s first interactive Barbie doll, and when it was released by Mattel in 2015, it was met with scorn by parents’ rights groups and privacy campaigners. Like Dino, the doll holds conversations with children and stores data about them which it passes back to the parents, and articles expressing concerns about the toy featured on CNN, the Guardian, and the New York Times. Despite Dino’s similarities, however, Benini’s toy received almost no negative attention, while Hello Barbie won the Campaign for a Commercial-Free Childhood’s prize for worst toy of the year 2015.

“We were lucky with that one,” he says, “Like the whole story of the early bird gets the worm but the second worm doesn’t get eaten. Coming second on all of this allowed us to be prepared to address the privacy concerns in greater depth.”

Nonetheless, Dino is in many ways essentially the same as Hello Barbie. Both toys allow companies and parents to spy on children’s private playtimes, and while the former might seem more troubling, the latter is not without its problems. A feature on the Parental Panel of the Dino also allows parents to see the exact wording of questions children have asked about certain difficult topics, such as sex or bullying. In many ways, this is the modern equivalent of a parent reading their child's diary. 

“Giving parents the opportunity to side-step their basic responsibility of talking to, engaging with, encouraging and reassuring their child is a terrifying glimpse into a society where plastic dinosaurs rule and humans are little more than machines providing the babies for the reptile robots to nurture,” says Renate Samson, the chief executive of privacy campaign group Big Brother Watch. “We are used to technology providing convenience in our lives to the detriment of our privacy, but allowing your child to be taught, consoled and even told to meditate by a WiFi connected talking dinosaur really is a step in the wrong direction.”

***

Toy companies and parents are one thing, however, and to many it might seem trivial for a child’s privacy to be comprised in this way. Yet many smart toys are also vulnerable to hackers, meaning security and privacy are under threat in a much more direct way. Ken Munro, of Pen Test Partners, is an ethical hacker who exposed security flaws in the interactive smart toy “My Friend Cayla” by making her say, among other things, “Calm down or I will kick the shit out of you.”

“We just thought ‘Wow’, the opportunity to get a talking doll to swear was too good,” he says. “It was the kid in me. But there were deeper concerns.”

Munro explains that any device could connect to the doll over Bluetooth, provided it was in range, as the set-up didn’t require a pin or password. He also found issues with the encryption processes used by the company. “You can say anything to a child through the doll because there's no security,” he says. “That means you've got a device that can potentially be used to groom a child and that's really creepy.”

Pen Test Partners tells companies about the flaws they find with their products in a process they call “responsible disclosure”. Most of the time, companies are grateful for the information, and work through ways to fix the problem. Munro feels that Vivid Toy Group, the company behind Cayla, did a “poor job” at fixing the issue. “All they did was put one more step in the process of getting it to swear for us.”

It is one thing for a hacker to speak to a child through a toy and another for them to hear them. Early this year, a hack on baby monitors ignited such concerns. But any toy with speech recognition that is connected to the internet is also vulnerable to being hacked. The data that is stored about how children play with smart toys is also under threat, as Fisher Price found out this year when a security company managed to obtain the names, ages, birthdays, and genders of children who had played with its smart toys. In 2015, VTech also admitted that five million of its customers had their data breached in a hack.

“The idea that your child shares their playtime with a device which could potentially be hacked, leaving your child’s inane or maybe intimate and revealing questions exposed is profoundly worrying,” says Samson. Today, the US Electronic Privacy Information Center (EPIC) said in a statement that smart toys “pose an imminent and immediate threat to the safety and security of children in the United States”. 

Munro says big brands are usually great at tackling these issues, but warns about smaller, cheaper brands who have less to lose than companies like Disney or Fisher Price. “I’m not saying they get it right but if someone does find a problem they’ve got a huge incentive to get it right subsequently,” he says of larger companies. Thankfully, Munro says that he found Dino to be secure. “I would be happy for my kids to play with it,” he says. “We did find a couple of bugs but we had a chat with them and they’re a good bunch. They aren’t perfect but I think they’ve done a hell of a lot of a better job than some other smart toy vendors.”

Benini appears alert to security and the credibility it gives his company. “We took the security very, very seriously,” he says. “We were still building our systems whilst these horror stories were coming about so I already set pipelines and parameters in place. With a lot of devices out there it seems that security takes a backseat to the idea, which is really unfortunate when you’re inviting these devices into your home.”

As well as being wary of smaller brands, Munro advises that parents should look out for Bluetooth toys without a secure pairing process (ie. any device can pair with the toy if near enough), and to think twice about which toys you connect to your WiFi. He also advises to use unique passwords for toys and their corresponding apps.

“You might think ‘It's just a toy, so I can use the same password I put in everything else’ – dog’s name, football club, whatever – but actually if that ever got hacked you’d end up getting all your accounts that use that same password hacked,” he says.

Despite his security advice, Munro describes himself as “on the fence” about internet-connected smart toys as a whole. “Most internet of things devices can be hacked in one way or another,” he says. “I would urge caution.”

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Is all of this legal? Companies might not be doing enough ethically to protect the privacy of children, but are they acting responsibly within the confines of the law?

Benini explains that Dino complies with the United States Children's Online Privacy Protection Act (COPPA) of which there is no real equivalent in the UK. COPPA says that companies must have parental permission to collect personal information over the internet about children under 13 years of age. “We’ve tried to go above and beyond the original layout of COPPA,” says Benini, when describing CogniToys transparent privacy documents. Parents give their consent for Elemental Path to collect their children’s data when they download the app that pairs with the toy.

Dino bears a striking similarity to Amazon Echo and Google Home, smart speakers that listen out for commands and questions in your home. Everything that is said to Amazon Echo is recorded and sent to the cloud, and an investigation by the Guardian earlier this year discovered that this does not comply with COPPA. We are therefore now in a strange position whereby many internet of things home devices are legally considered a threat to a child’s privacy, whereas toys with the same capabilities are not. This is an issue because many parents may not actually be aware that they are handing over their children’s data when installing a new toy.

As of today, EU consumer rights groups are also launching complaints against certain smart toys, claiming they breach the EU Unfair Contract Terms Directive and the EU Data Protection Directive, as well as potentially the Toy Safety Directive. Though smart toys may be better regulated in Europe, there are no signs that the problem is being tackled in the UK. 

At a time when the UK government are implementing unprecedented measures to survey its citizens on the internet and Jeremy Hunt wants companies to scour teens’ phones for sexts, it seems unlikely that any legislation will be enacted that protects children’s privacy from being violated by toy companies. Indeed, many internet of things companies – including Elemental Path – admit they will hand over your data to government and law enforcement officials when asked.

***

As smart toys develop, the threat they pose to children only becomes greater. The inclusion of sensors and cameras means even more data can be collected about children, and their privacy can and will be compromised in worrying ways.

Companies, hackers, and even parents are denying children their individual right to privacy and private play. “Children need to feel that they can play in their own place,” says Samson. It is worrying to set a precedent where children get used to surveillance early on. All of this is to say nothing of the educational problems of owning a toy that will tell you (rather than teach you) how to spell “space” and figure out “5+8”.

In a 1999 episode of The Simpsons, “Grift of the Magi”, a toy company takes over Springfield Elementary and spies on children in order to create the perfect toy, Funzo. It is designed to destroy all other toys, just in time for Christmas. Many at the time criticised the plot for being absurd. Like the show's prediction of President Trump, however, it seems that we are living in a world where satire slowly becomes reality.

Amelia Tait is a technology and digital culture writer at the New Statesman.