Designers are working on a shopping trolley that plays DVDs, CDs and educational games for children.
Many children have tantrums in the supermarket
Supermarket chain Tesco is developing plans for what it calls the Tantrum Tamer with trolley manufacturer Wanzl.
The design features an electronic screen attached to the handle of the trolley and a seat at the back.
A Tesco survey of 3,000 parents showed three quarters found shopping with children stressful and almost half had "boredom tantrums" in supermarkets.
Wanzl managing director Jason Cloke said the design would add "a new dimension of creativity to an existing product".
Tesco has also devised helpful tips for parents to prevent children getting bored while shopping.
They include playing I Spy, recognising colours and learning the origins of different foods.
Spokesman Jonathon Church said: "Children can get very bored very quickly during supermarket shopping trips.
"And this can be a real problem for parents, especially during the summer holidays.
"But the supermarket can actually be a great place for children to learn all
sorts of new things."