Safer tech, no regrets.
Giving your kids a safer head start in the digital world: empowering them to build and own the tech they use.
Us vs. them
The choice for parents is simple. If you want your kids to be safe, choose Rookie: the pro-childhood technology company designing products made for kids.
Supervised connectivity + Superlative protectivity
Other tech companies
MADE FOR KIDS
SAFETY FIRST
ZERO SOCIAL MEDIA
NO ADDICTIVE ALGORITHMS
BUILT FOR HEALTHY HABITS
The first phone to end the arguments...
Say goodbye to the 'when can I get a phone?' debate.
READ THE SCRIPT
SOCIAL MEDIA
DOPAMINE OVERLOAD
MADE FOR ADULTS
ADDICTIVE ALGORITHMS
ENDLESS SCROLLING
UNSAFE BROWSER
4.8 BILLION STRANGERS
MONETISING MISERY
#1 parenting error is giving your child a smart phone. There is now a solution which will protect the long-term growth & development of your child.
KEITH BROWN
HEADMASTER WILLINGTON SCHOOL
Tech companies spend billions on making apps and devices as addictive as possible because 'maximising engagement' is their business model.
OFCOM
2024
This is the most urgent public health issue of our time. The widespread adoption of smartphones and technology in our children's lives.
DR. RANJAN CHATERJEE
PHYSICIAN, AUTHOR, TV PRESENTER, PODCASTER
The only safe choice...
At Rookie, our beliefs set us apart. We’re committed to creating technology that prioritises safety, purpose and empowerment for kids: things that EVERY other tech company has overlooked. Every step of the way, we stay true to what matters most: putting kids first.
Here's what we believe:
" 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 for your children...
100% MADE FOR KIDS, FOREVER
From content to controls, we make technology for kids, not adult products redesigned.
TOTALLY INTENTIONAL
Every product is crafted with purpose, helping kids build a more balanced digital life.
GIVING KIDS A SUPERPOWER
Technology shaped by kids, for kids - prioritising their voice, 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 focus on the attention economy.
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
JAMES MINOR
ROOKIE FOUNDER
ROOKIE: MADE FOR KIDS
How it works
Let kids help solve the problem
The Rookie Playbook empowers kids to share their insights, ensuring our tech is made for them, and by them. Defining what works and solves the real problem. Who knows more about product-market fit than the people who will use it.
It's not rocket science
Keeping it simple: the first phone made for kids that will never have social media. It’s a phone designed and shaped for their needs. No complexity, just a phone that works for them. Intentional technology that's safe, connecting them with family and friends.
Kids own it
Rookie lets kids own the company, shape products, and profit from the results. We’re building tech that serves people, not profits and empowering kids to take the lead, and learning from errors of the past to create a smarter, safer, more human future.
— limited cosmetics
We wish we didn't have to solve this problem...
94%
of primary school parents think that smart phones are harmful for their children.
per week is the average time a British 12 year old spends on their smart phone
of teens say they're addicted to social media using it up to 9 hours a day
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
per week is the average time a British 12 year old spends on their smartphone
CHILDWISE MONITOR REPORT, 2021
of teens say they are "addicted" to social media using it up to 9 hours per day
MILLENNIUM COHORT STUDY, 2024
Finally... a solution
Our three defining principles and common sense approach to make technology safe for children (and give parents one less thing to worry about).
1. Solve the screen time problem
2. Remove the dangerous people
3. Eliminate problematic content
Founding vision...
Our three defining principles and common sense approach to make technology safe for children.
Solve the screentime problem
Remove the dangerous people
Eliminate problematic content
view the collection
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 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.
START THEIR JOURNEY
Rookie Playbook
PROTECT THEIR CHILDHOOD
The first phone
$64,99
£20
About Rookie
Rookie is a London-based company founded in 2024, driven by the moral ambition 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 sections.
For additional insights or questions, please feel free to reach out to us anytime by emailing hello@rookiefamily.com.
The first phone | Returns and Refunds
We offer a 90-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 webpage and throughout our documentation, we’ve worked hard to answer a wide range of potential questions, so take some time to have a browse and dig in to the details.
If you still have questions, feel free to reach out to us:
You can email our team directly at hello@rookiefamily.com.
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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