It's a world away from the early 2000s when children had to spend hours bargaining with their parents over the time they spent on the family computer, immersed in virtual worlds on a big screen. Children still play in these worlds - look at the popularity of Moshi Monsters - but the rise of mobile gaming has, in many cases, changed the way they do it.
Without really noticing we've been heading towards the end of the traditional outdoors childhood. Something that many millions of adults took for granted is becoming the exception rather than the norm for today's children, where-ever they live. Roaming ranges are down, physical activity is down and the ability of children to identify common wildlife is being lost.
For a family car, the annual summer holiday is perhaps the biggest test it can undergo. Not only does it have to put in the extra mileage, but it does so whilst being rigorously poked, prodded, and abused by children who care not a jot for the cars resale value. Perhaps the best way to avoid this kind of scenario is by keeping children occupied on a long journey.
Technology has a lot levelled at its robotic feet. Well, scratch below the headlines and you'll find that a) you'd be hard-pressed to avoid technology given that pretty much anything man-made counts as tech and b) there are oodles and oodles of examples of apps, games, websites and hardware helping kids to channel and explore their creativity.
Danny Kitchen, a 5 year-old from Bristol, racked up a bill of £1700 in less than 10 minutes. He'd been buying bombs in the 'free' app Zombies vs. Ninja at £69.99 per pack. He bought 19, as well as various other bonuses. When asked what happened Danny said, "I'm not sure how I did it, I thought it was free."
We do need to be careful about what our children are exposed to. No, we cannot protect them from everything all the time but we do need to be aware of what they see because children are sponges and they soak it all in - the good and the bad. Unfortunately, good role models and positive influences in modern media are rare.
Gervais explained: "Scientific studies of creativity have basically concluded that it can't be taught, as it is a 'facility' rather than a learned skill. Putting it very crudely, creativity is the ability to play. And, to be able to turn that facility on and off when necessary. This makes perfect sense to me.
What many of us who work with young children fear is that this model may lead us to children as young as two being rushed on to tasks they are not developmentally ready for, such as colours, numbers and reading. We need to remember what's at the heart of this issue - and that's the well-being and happiness of our children.