Toy limitation: less clutter, more creativity?

The abundance of toys in our homes is hard to ignore. A quick headcount of the teddies alone in the boys' room comes to an alarming 42. Most children have a similar stockpile - the UK's toy industry is now worth a staggering £4 bn a year. For those of us with kids, the shift from intentional decor to chaotic clutter can happen fast and suddenly feel overwhelming.

Deliberately limiting the number of toys we give our children is an increasingly popular approach for parents seeking to reduce clutter, encourage more meaningful play, and foster creativity. 

So is limiting the number of toys truly beneficial or just a fad?

I first came across the idea of toy limitation during my teacher training, through the Waldorf, and Montessori philosophies, which all favour simple, open-ended toys and advocate for keeping toy shelves intentionally sparse. The idea is that children benefit from having fewer, simpler toys, which encourage them to develop their creativity. Rudolf Steiner, the founder of Waldorf education, believed that too many toys can overwhelm a child’s senses and limit their imagination.

Scientific studies are now beginning to explore this issue, offering evidence that supports these philosophies. In their 2018 study, researchers at the University of Toledo tested the idea that having fewer toys around might lead to better quality play for toddlers. Each toddler participated in supervised, one-on-one play sessions in two different settings: one with only four toys and another with sixteen. With fewer toys, toddlers had fewer instances of switching toys, spent more time playing with each one, and explored each toy in more varied ways. This suggests that a pared-down environment encourages toddlers to engage more deeply with a single toy, giving them the chance to focus, explore, and play more creatively.

In the Speielzeugfreier Kindergarten project, a nursery in Munich removed all toys for three months, leaving only basic furniture and blankets. By the second day, the children moved from bored to transforming these simple items into forts and engaging in imaginative play. This shift resulted in increased creativity, improved focus, and better social interactions.

Another uncomfortable truth…

Doesn’t having all this stuff around—especially when it comes to toys—say something about what we value, even if we don’t realise it? At one level, buying toys is an expression of love and care. We want to give our children things that make them happy, help them learn, or keep them entertained. Yet, when we look at the sheer volume of things we accumulate, it starts to reflect a few other, less attractive values: consumerism, instant gratification, and perhaps a tendency to equate “more” with “better.”

So why are we buying so much? Part of it is cultural: we’re surrounded by ads, trends, and a marketplace that’s constantly selling us the latest “must-have” for kids. Social media and marketing feed into the idea that a good parent or grandparent is one who gives abundantly. And then, of course, there’s the simple fact that new toys bring quick excitement. For parents, it can feel like an easy fix for any moment of restlessness or as a stand-in for the time we wish we had to give.

In the end, all this stuff might reflect our desire to give our children the best, but it also raises questions about how we’re defining “the best.” Is it the newest gadget or trend? Or is it teaching them to value quality, creativity, and experiences over endless consumption? It’s a tough cycle to break—but considering our own motivations may be the first step.

As someone just stepping into the world of selling toys, I can’t help but sense the irony in writing this blog post. I suppose what I’m advocating for here is a more intentional, thoughtful approach to choosing toys for children. Neither Cathryn nor I felt comfortable with the idea of just adding to the clutter. At StoryBox, we’ve spent a lot of time researching and curating exactly the kind of simple, beautiful toys that truly spark creativity and enrich playtime without overwhelming young minds or spaces. Toys that can be mended. Toys that are beautiful. Toys that are unique. Toys that become heirlooms.

So - consider this for Christmas, one small box of gifts. A StoryBox.