The digital revolution has powerfully transformed childhood. Digital media such as television, computers, tablets, gaming consoles and smartphones have become an integral part of children's lives. Growing up in the digital age offers many positive opportunities, but also risks to the development and well-being of children. Many experts are researching and considering the implications of digital media involvement in their daily lives as they increasingly suppress traditional sources of entertainment and learning. Numerous studies indicate that digital media can encourage and develop many children's abilities and skills if used appropriately and under the guidance of adults. Uncontrolled and overuse of media in early childhood can have extremely negative effects on a child's growth and development. Parents and other adult childcare providers (educators, teachers) significantly influence children's access to media and media content. They are key in shaping children's behavior and using digital media. Unfortunately, due to numerous business and family responsibilities, a considerable number of parents use digital media to calm, entertain, reward, punish, but also control children. The aim of this paper is to show how digital technology influences upbringing, how it shapes the different dimensions of life and identity of preschool children, and what all the challenges of upbringing face parents.