Technology made for kids
A more intentional and purposeful approach to give kids a safer, smarter start in the digital world.
SHOP THE PLAYBOOK
This is what we believe in...
Just so we're clear from the start, we want you to know what matters to us. Here at Rookie, we stand by our beliefs, and we want you to understand what you can expect from our company every step of the journey.
SHOP THE FIRST PHONE
We wish we didn't have to solve this problem...
of primary school parents think that smartphones are harmful for their children
PARENTKIND POLL, 2024
of teens say they are "addicted" to social media using it up to 9 hours per day
MILLENNIUM COHORT STUDY, 2024
per week is the average time a British 12 year old spends on their smartphone
CHILDWISE MONITOR REPORT, 2021
Tech companies spend billions on making apps and devices as addictive as possible because 'maximising engagement' is fundamental to their business model.
So it's little wonder that many children are routinely 'spending six, seven, eight hours a day on social media - often more.'
OFCOM, 2024.
Why Rookie is safer...
100% MADE FOR KIDS, FOREVER
From content to controls, we make technology for kids - not redesigned adult products.
TOTALLY INTENTIONAL
Every product is crafted with purpose, helping kids build a more balanced digital life.
GIVING KIDS A VOICE
Technology shaped by kids, for kids - prioritising their voices, safety, and well-being..
SAFETY-FIRST INNOVATION
Robust protection and a kid-safe ecosystem, Rookie always puts safety first.
EMPOWERING HEALTHY HABITS
Products to guide kids to develop habits that support lifelong responsible tech use.
BUILT FOR REAL CONNECTION
Tools that connect children with family and friends in a safer, supportive way.
We’re committed to prioritising kids' well-being over profit. We believe in creating products that respect children’s time and development - stopping the industry norm of monetising attention.
That means no social media and no addictive algorithms, forever. We’re here to do better by designing safe, purposeful tech that helps kids explore, learn, and grow on their terms.
JAMES MINOR, ROOKIE FOUNDER
THE PRO-CHILDHOOD TECHNOLOGY COMPANY
Rookie: Made for kids
Education comes first
Starting with The Rookie Playbook, we make sure kids learn about digital safety and responsible use from the start. Just as with age limits on things like alcohol and tobacco, children need to understand the potential risks of technology. Smartphones, however, don’t come with these age checks, and parents may not know all the hidden dangers. The Rookie Playbook ensures kids and parents are equipped with the right knowledge for the digital world.
A Paired Device Made for Kids
The first phone is designed with safety at the forefront, connecting kids and parents without exposing them to unnecessary risks. The device is a world first - a secure, age-appropriate tool paired with features like safe messaging, monitored browsing, and parental controls. Parents get peace of mind knowing Rookie’s technology is built with children’s safety in mind.
Developed in collaboration with kids
Kids have never had the opportunity to make technology their own. Rookie believes kids should shape the products they use. Unlike traditional tech, our devices will be co-created with children, empowering them to have a voice in features, design, and functionality. By involving young users, Together, we'll build tools that are not only safe, smart and truly aligned with the wants and needs of today’s kids.
our core values
Putting safety first, always.
At Rookie, kids always come first. We build technology with their safety and growth in mind, ensuring each feature empowers and protects them. We’re committed to creating a digital world that’s secure, meaningful, and supports children in the best possible way.
By co-collaborating with parents and children, we can craft tools and experiences, that are not only safe and intentional, but also resonate deeply with the needs and aspirations of today's youth. Our community will empower families to have a voice in the evolving tech landscape, reflecting their values and priorities.
Empowering kids with the digital life skills they need to navigate the online world safely. Education is the key to protection. By equipping kids with these essential skills, we’re helping them build a foundation of knowledge and confidence that will keep them safe and secure in an increasingly connected world.
A steadfast dedication to ensure kids are always safe in their digital experiences. Innovative products that not only protect children from harmful content but also give parents peace of mind through robust safety features. Evolving technology that allows kids to explore, learn, and grow in a safe and controlled environment.
Rookie vs. the rest
Rookie is the pro-childhood technology company, designed with kids' unique needs in mind.
Unlike other tech companies, Rookie doesn’t just adapt adult technology for kids; we create solutions that prioritise safety, growth, and well-being from the ground up.
At Rookie, we believe technology is not the answer to every problem - humanity is. That’s why we lead with education and a commitment to values-driven design, putting children’s development and real-world learning at the heart of our products.
READ COMPANY PLEDGE
Smart
phone companies
Feature phone companies
Social
media companies
MADE FOR KIDS
SAFETY FIRST
EDUCATION BASED
pro-childhood
NO SOCIAL MEDIA
NO ADDICTIVE ALGORITHMS
Co-created with Kids
Focused on Healthy Habits
Community-Centric
Rookie products
Products designed for 8 to 12 year-olds, supporting their journey with technology. World-first innovation crafted to create safe, child-focused tech experiences.
The Playbook
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The first phone
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About Rookie
Rookie is a London-based company founded in 2024, driven by a focused mission to make technology safer for kids.
We began with a vision to create tech products specifically for children, realising that a "device-only" approach would fall short. Rookie is not just another tech company - it's a platform for learning and safety. That's why we developed the Rookie Playbook, a tool to empower kids through digital education and help them navigate technology responsibly.
Our team of three founders is committed to transparency and community. You can explore more about our mission, vision, and values in our Company Pledge and Community Documentation sections.
For additional insights or questions, please feel free to reach out to us anytime by emailing hello@rookie.family
The Rookie Playbook | Returns and Refunds
If you're not completely satisfied, you can return claim a refund within 90 days of purchasing your licence key.
Our Guarantee
We believe so strongly in the positive influence of The Rookie Playbook. If after using it for 10 weeks you do not feel it has positively impacted your family, we offer a full refund. Just email us at hello@rookiefamily.com to arrange your refund.
The first phone | Returns and Refunds
Yes, we offer a 30-day money-back guarantee. If you are not completely satisfied with the first phone, you can return it (using our online returns system) to Rookie within 30 days for a full refund, no questions asked.
Please note on every product page, we’ve worked hard to answer a wide range of potential questions, so take some time to have a browse and look there too for more details.
If you still have questions, feel free to reach out to us:
You can email our team directly at hello@rookie.family
Yes, our Bits are safe for sensitive teeth. We use Nano-hydroxyapatite in our Fluoride-Free formula, a mineral that's been proven to strengthen and remineralize enamel and help fight sensitivity.
Read the nHAP Study here and read more information about it here.
We also recommend talking to your dentist about Nano-hydroxyapatite or when making any changes to your oral care routine.
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