Children should be given toys that encourage individuality and creativity to aid their development.
This is according to Kelly Brough, founder and chief executive officer of educational toy maker Oola, who noted youngsters rely too heavily on modern technology.
A recent study of 2,200 parents from the UK and the US found 15 per cent of kids between three and eight years old have used their mothers or fathers iPad.
Ms Brough remarked too many playthings on the market at the moment "discourage social interaction and genuine child-like play".
She added tin tops, jack in the boxes and jigsaw puzzles offer little ones the opportunity to "discover joy in the simple things in life".
The expert went on to note that children under the age of eight should not be exposed to too much technology.
Her comments come after Early Education launched the guidance document Development Matters in the Early Years Foundation Stage.
It seeks to point out the areas of learning and development that teachers and parents need to focus on.