😎 Fun Feature Friday: Yoto Player
Or the kid-only radio and storybook player my daughter can't put down
Welcome to 😎 Fun Feature Friday 😎 where I take a look at a feature or product I love and break it down from a product perspective. I plan on doing these once a month or so. - AQ
With the holidays over, many of us are now playing with new toys. For my daughter (age 7) one of those new toys she can’t put down is the Yoto Player. The Yoto Player (see Wirecutter review) is a screenless device that plays audio books, a kids radio station and podcast. My daughter loves it - it gives her a sense of independence and empowerment.
Who was the Yoto Player built for?
The Yoto Player is aimed at kids aged 3 - 12. While they are the primary users, parents will also be involved. After all, kids at that age are not independent and parents will be pulled into set up, troubleshooting and anything in between.
What problems does it attempt to solve?
Self entertainment outside of screen time. It’s easy to park your kids in front of a screen and let YouTube / PBS Kids / Disney function as a babysitter. However all sorts of research (ex UCSF, Mayo Clinic) points to the negative impacts of excessive screen time. Yet many children (our daughter included) struggle to self entertain and (as any parent knows) it is exhausting for a parent to facilitate activities for the entire day.
The feeling of a lack of control. For young children, much of life feels like it’s dictated by others. Parents set the schedule, choose meals, decide on clothing, and generally run the show. This lack of agency can lead to the infamous stubbornness of toddlers and young kids, as they seek ways to assert their independence—even in seemingly trivial decisions, like rejecting their favorite grilled cheese simply because it’s been offered. Empowering kids with age-appropriate choices and responsibilities can significantly boost their confidence and reduce these power struggles, but finding tools that encourage this autonomy in a safe and productive way can be a challenge.
How is the Yoto great at solving these problems?
The Yoto Player offers an elegant solution to both problems by providing kids with a device that is entirely their own. Its screen-free design focuses on age-appropriate content, including kids’ radio, podcasts, and audio cards, which eliminates the temptation of adult interference. This makes it a “kid-first” device in every sense. Importantly, the simplicity of the Yoto fosters a sense of ownership and control for the child. They can select which card to play, choose between different audio options, and operate the device independently. This empowerment encourages children to engage with the Yoto proactively, making it a reliable tool for independent entertainment. In my experience, the Yoto has become a favorite because it gives my daughter the autonomy she craves while ensuring her time is spent meaningfully.
There have already been several moments when my daughter’s use of the Yoto Player has both surprised and delighted me. On a recent road trip, she eagerly brought it along and entertained the whole family in the car by playing Roald Dahl’s The Witches through the speaker, holding the device confidently in the backseat. It completely shifted the dynamic of the drive. Instead of being just a passenger, passively listening to the music or entertainment my wife and I chose from the front seat, she became an active participant—an empowered family member taking charge of how to entertain the group. It was a small but meaningful moment that showcased her growing independence and creativity.
Where does the Yoto fall short? How might it be improved?
One notable limitation of the Yoto Player is its relatively closed ecosystem for internet connectivity. While it is Wi-Fi enabled, its functionality is largely limited to downloading a daily kids’ podcast or accessing audio content purchased directly from Yoto. This lack of flexibility can be frustrating for families who already use other platforms for audio content (although the walled garden creates a monetization growth loop for Yoto). For instance, my daughter has a carefully curated playlist on our family Spotify account, filled with her favorite songs. Unfortunately, there’s no way to stream or sync that playlist to the Yoto. The only workaround is to download MP3 files (which isn’t possible with Spotify) and manually transfer them onto a custom Yoto card—a cumbersome and time-intensive process. Similarly, many libraries offer free audiobook collections via apps, but the Yoto doesn’t support these services, limiting its potential as an all-in-one audio solution.
Expanding compatibility to include platforms like Spotify, Audible, or library apps would significantly enhance the Yoto’s versatility while preserving its kid-friendly design. For example, a partnership with Spotify could allow parents to designate specific playlists in the app for Yoto access. Kids could then use the Yoto’s intuitive knobs or future voice commands to play their playlists, empowering them to make independent choices while keeping the process safe and simple.
Another area for growth is the Yoto’s ability to evolve with children as they grow. While the closed ecosystem is perfect for younger kids, as children mature and gain independence, they may require more flexible functionality. For example, Amazon Alexa Kids allows parents to gradually scale up access and capabilities based on a child’s readiness. A similar feature for Yoto would enable it to remain relevant for older kids while maintaining parental control, ensuring it continues to grow with families over time.
These improvements would not only make the Yoto more functional but also expand its total addressable market (TAM). By integrating more diverse content options and providing scalable features, Yoto could become an even more valuable tool for families. It would better support parents looking to enrich their children’s listening experiences while preserving the screen-free, empowering design that makes it unique.
Wrap up
The Yoto Player has quickly become a beloved part of our household, offering a refreshing alternative to screen-based entertainment while empowering my daughter with a sense of independence. It’s not without its limitations—such as the lack of integration with external content sources—but its ability to engage kids meaningfully makes it a worthwhile investment for parents of younger children seeking balance in their children's media consumption. As my daughter continues to explore her library of Yoto cards, I find myself appreciating it - and of course brainstorming how the product might grow and improve :)
Are there any new toys that have you captivated?
I hadn’t heard about Yoto until November then that’s all I heard about- who was gifted it, how they loved it etc. I was familiar with Tonie Box for a younger set with story telling ability by placing a small character figure on the box to start the story. It was easy enough for a 2+ year old and decent speaker system the child could use and adjust volume. The Yoto is clearly a step up and love the use of cards and ability to connect to WI-FI. For both products, some type of container, most efficiently with an ability to connect to the box that might hold the characters/cards near player so as not to get lost, misplaced, etc would be a good feature or add on.