AT&T has launched its first-ever tablet for two- to nine-year-olds to meet a demand from parents for technology products that can educate and entertain their kids. 

The AT&T amiGO Jr. Tab is available starting today for US$165.99.  It comes with parental controls that can be set from a smartphone app, as well as free access to Google Kids Space—an age-appropriate mode offering teacher-approved apps, games and videos. And for parents who are still uneasy about giving their kids a first device, AT&T has also rolled out a toolkit of healthy digital habits for families in partnership with the American Academy of Pediatrics.

AT&T says it developed the amiGO Jr. Tab in response to customer demand for affordable devices that are safe and educational for kids to use. And the company is planning on expanding its suite of products for kids and families in the near future, says assistant VP of product marketing Tara Colon. 

Digging into existing market research and conducting its own consumer surveys, AT&T found that the pandemic really opened parents’ eyes to technology’s ability to keep kids connected with friends and help them de-stress. However, according to a survey the company commissioned in March 2024, 62% of them still feel guilty when they give their kid a device. And unsurprisingly, most are worried that kids will be exposed to inappropriate content or their behavior will change. 

There isn’t currently a lot of competition in the kids tablet market, except for LeapFrog, Huawei and Amazon, which has launched several iterations of its Fire tablet for children in the last few years. And this is curious, since the market is expected to grow substantially from US$22.2 billion in 2024 to US$83.9 billion by 2032, according to Market Research Future. More parental control features, pervasive digital literacy among kids, and the introduction of products that are educational and entertaining are all factors that are expected to drive up tablet value over the next decade.