If you’ve ever found yourself carefully choosing a toy for a toddler, you’re not alone. A growing number of European families are embracing toys not only as entertainment—but as meaningful gifts that reflect thoughtfulness, care, and child development.
A recent customer survey conducted by ParduotuveVaikams.lt, a popular children’s store in Lithuania, showed that nearly 60% of toy purchases are made not for the buyer’s own child, but as gifts. These are typically for birthdays, newborn visits, or when attending family gatherings. In today’s parenting culture, toys have become part of how we connect and show appreciation.
One notable trend? The educational value behind the gift. More parents and friends are consciously choosing toys that support emotional and cognitive growth. Toys that develop imagination, fine motor skills, or encourage role play are increasingly favored over flashy, short-lived gadgets.
Interestingly, in 2024, the most popular roleplay toy for children under 4 wasn’t a tablet or a robot—it was a toy vacuum cleaner. That’s right! It seems that toddlers love copying their parents’ everyday routines. This mirrors what many moms already know: children learn by watching us.
The study also revealed how gift-giving habits shift based on the relationship to the child. For example, grandparents tend to give higher-value items, especially for special events like christenings. In contrast, friends and non-relatives are more likely to choose creative and hands-on gifts—such as drawing kits, clay modeling sets, or simple crafts. These categories have quietly become some of the best-selling options online.
It’s also worth noting how improving living standards have influenced this shift. Since 2017, Lithuania has seen noticeable economic growth. Although the birth rate is declining, overall spending on children’s toys is rising—often because families give gifts not just to their own kids, but to those of close friends or relatives as well.
There’s also a growing awareness among parents that toy-giving has, in many cases, become more about fulfilling a social ritual than the child’s actual needs. Adults often buy toys as a symbolic gesture—a kind of obligatory offering—while children, in turn, are temporarily filled with new objects. This can sometimes reduce the emotional value of the gift. Many parents have observed that during birthday parties, when a child receives multiple toys at once, their attention quickly shifts from one item to the next, barely spending more than a few moments appreciating each gift.
This behavior has led some to compare toy-giving to a kind of “dopamine spike,” where the joy is in receiving something new rather than in long-term engagement. As a result, children increasingly seek novelty over depth of play. It’s a subtle but important shift in how toys function—not only as tools for learning or fun, but as reflections of how we, as adults, define celebration and generosity.
Many parents today are increasingly aware of the problem often called “toy overload.” It’s easy to accumulate too many toys, especially when social occasions like birthdays, holidays, and family visits constantly bring new items into the home. While each toy individually might seem beneficial or fun, the sheer number can quickly become overwhelming for children. Instead of engaging deeply with one toy, kids might find themselves jumping from one object to another, unable to fully appreciate or explore each gift fully.
To address this, more parents are adopting strategies aimed at maintaining children’s engagement and enjoyment with fewer toys. One effective method is toy rotation—keeping only a limited number of toys accessible at any given time and periodically swapping them out. This technique not only keeps the play environment fresh and exciting but also helps children form deeper, more meaningful interactions with their toys. Additionally, parents can encourage creative play by introducing open-ended toys such as building blocks or simple craft supplies. These types of toys naturally inspire imaginative play and hold a child’s interest far longer than toys with predefined outcomes.
Choosing the right toy as a gift can indeed be a challenging decision for many adults. Consultants at stores like ParduotuveVaikams.lt often jokingly refer to themselves as “adult saviors,” providing guidance and ideas, especially when buying gifts for very young children who have not yet developed clear preferences. For younger toddlers, the focus remains primarily on educational and developmental toys that support early learning and exploration. As children reach the age of around three, however, their own preferences begin to clearly dictate the categories of toys they desire—dollhouses, makeup sets for girls, and toy guns or building sets for boys.
From around the age of four to five, brands start playing a crucial role. Popular brands begin to significantly influence children’s choices through targeted advertising campaigns, shaping trends and dictating the most desirable toys. This brand awareness among young children often leads them to ask for specific products they’ve seen advertised, further guiding parents and gift-givers toward particular selections.
Looking for a thoughtful gift that supports a child’s creativity? Online stores like ParduotuveVaikams.lt make it easier than ever to choose age-appropriate toys that match your values—whether it’s learning, sustainability, or simply joy.
