Forget your plastic pretend mobile phones, today’s children are far more sophisticated than that, don’t you know? Tapping into Mummy and Daddy business mode, is Leapfrog’s ‘text and learn’ smartphone or the ‘baby blackberry’ as CNET and other blogs have already termed it.

The comparisons are easy to make – there’s a broad phone style case with QWERTY keyboard, navigational buttons and a LCD screen. Whilst there’s thankfully no internet connection, there is a pretend ‘browser’. Tots can tap out a message to their on screen puppy chum Scout, plus there are some educational games including spelling challenges and shape recognition.

Some have already questioned whether a product like this is ‘scary’ presumably for its advanced consumerist nature, but I see it as no worse than a pretend phone or ‘baby’s first laptop’ and it’s certainly more fun than one of those ridiculous toy irons or vacuums.

It’ll be out around Summer time for RRP £20 from Leapfrog.