TL;DR: The "Shiny Object" phase is that high-intensity period right after a kid gets a new device or app where it becomes their entire personality. Using the framework of the classic book I Love My New Toy! by Mo Willems, we look at how to move from "obsessive toy love" to "healthy toy usage."
Top "New Toy" Recommendations:
- For Littles: Yoto Player or Toniebox
- For Big Kids: Nintendo Switch or Minecraft
- For Tweens: Messenger Kids or a first iPhone
We’ve all seen it. The box opens, the screen glows, and suddenly your child—the one who used to enjoy sunlight and eye contact—has been replaced by a digital zombie.
In our house, we call this the "New Toy High." It’s that window of time where a new Nintendo Switch or a newly downloaded Roblox account isn't just a tool or a game; it’s the sun, the moon, and the stars. Everything else is "mid" or, as the kids are saying these days for some reason, "Ohio" (meaning weird, cringey, or just plain bad).
If you’ve ever read I Love My New Toy! by Mo Willems, you know the arc. Piggie gets a new toy. Piggie loves the toy. Piggie is terrified of the toy breaking. Piggie gets mad at Elephant when it "breaks." Then Piggie realizes the toy is actually for playing together.
Modern digital parenting is basically just living out that Mo Willems book on a loop, but with $500 iPads and Fortnite skins. Here is how to navigate the shiny object phase without losing your mind.
It’s the honeymoon period. Scientifically, it’s a dopamine flood. When a kid gets a new digital "toy," their brain is firing in ways that make the "stop" command nearly impossible to process.
This is why they scream when you tell them to put the iPad away for dinner. They aren't being "bad"—they are experiencing a physiological crash from the most exciting thing that has happened to them all week.
Understanding this phase matters because if we set the rules during the high, we’re the villains. If we set the rules before the box opens, we’re just the curators of the fun.
It’s not just about the screen. It’s about the status and the discovery.
- Social Currency: Having the new Zelda: Tears of the Kingdom means they can actually join the conversation at lunch.
- Mastery: There’s a rush in learning the mechanics of a new world, whether it’s building a base in Minecraft or figuring out how to edit a video on CapCut.
- Ownership: For many kids, a "new toy" is the first thing they feel they truly "own" in a world where parents control everything else.
If you're looking to introduce a "new toy" that actually offers some value beyond just flashing lights, these are the Screenwise-approved picks for 2026.
Yoto Player (Ages 3-8)
If you want the "new toy" excitement without the "zombie stare," this is it. It’s a screen-free audio player that uses physical cards. Kids get the tactile satisfaction of "inserting the toy" to make it work, but they’re listening to The Chronicles of Narnia or Wow in the World instead of watching unboxing videos.
Minecraft (Ages 7+)
Yes, it’s been around forever. Yes, the graphics look like they were made on a calculator. But Minecraft is the ultimate "new toy" because it’s infinite. It’s digital LEGOs. If your kid is going to obsess over something, let it be something where they have to understand geometry and resource management. Learn why Minecraft is still the gold standard for kids
Nintendo Switch (Ages 6+)
The Switch is the best "first console" because it’s designed for families. Unlike a PlayStation or Xbox, which can feel like a portal to a toxic frat house, the Switch feels like a toy. It’s colorful, portable, and has the best library of "E for Everyone" games like Mario Kart 8.
Messenger Kids (Ages 8-12)
When the "new toy" is social connection, this is the training wheels version. It allows them to feel the thrill of the "ping" while giving you total control over who they talk to. It’s a great way to teach digital etiquette before they hit the wild west of Snapchat.
In I Love My New Toy!, the toy "breaks" (it actually just snaps apart because it's a break-and-snap toy, but Piggie doesn't know that).
In the digital world, "breaking" looks like:
- The Wi-Fi going down.
- The battery dying.
- Losing a level in Super Mario Wonder.
- A "friend" on Roblox being mean.
When the "toy" fails, the meltdown is usually proportional to how much the kid has tied their identity to the new object. As parents, we need to be Elephant. We need to stay calm when they are screaming that "life is ruined" because the iPad is at 1%.
Pro-tip: Don't say "It's just a game." That’s the fastest way to start a war. Instead, try: "I see you're really frustrated that the round ended. It sucks when the tech doesn't work the way we want it to."
Ages 4-7: The "Timer" Era
At this age, the new toy needs physical boundaries. The "toy" lives in the living room. It doesn't go in the car. It doesn't go to bed. Use a physical kitchen timer—not the one on the phone—so they can see the time "disappearing."
Ages 8-12: The "Earning" Era
This is the prime time for Roblox. If the new toy is an app with in-game currency, this is your chance to teach entrepreneurship. Are they "draining the bank account" for Robux, or are they learning that digital goods cost real-world labor? Check out our guide on whether Robux is a scam or a lesson
Ages 13+: The "Integration" Era
By the time they get a first phone, the "new toy" phase is about social survival. The boundary here isn't just about time; it's about presence. Can they have the "new toy" in their pocket and still look a human in the eye?
When the obsession gets too high, you need to have a "Piggie and Elephant" talk. The goal is to remind them that the toy is a tool for fun, not a replacement for life.
The Script: "I love that you love this new [game/app/phone]. It’s so cool to see you learn how to use it. But I’ve noticed that when it’s time to turn it off, you’re having a really hard time being kind. In our house, the 'New Toy' stays as long as it helps us be happy. If it starts making us angry or mean to each other, the toy needs a 'nap' in the charging station."
Ask our chatbot for more scripts on handling screen time tantrums
The "Shiny Object" phase is a natural part of being a kid in 2026. We don't need to demonize the excitement, but we do need to provide the guardrails.
Just like Piggie realized that her friendship with Elephant was more important than the plastic toy, our kids eventually need to learn that the Nintendo Switch is only fun if there’s someone to play with, and the iPhone is only useful if you have people to call.
New toys are great. But they’re just toys. Keep the tech in its place, and you’ll keep your sanity.
- Read the book: Grab I Love My New Toy! by Mo Willems and read it with your kid before the next big tech purchase.
- Set the "Nap" Spot: Designate a specific spot in the house where "toys" go to charge and "rest."
- Audit the "Brain Rot": If the new toy is YouTube, make sure they aren't falling down a Skibidi Toilet rabbit hole.
- Take the Survey: If you're feeling overwhelmed, walk through the Screenwise survey to see how your family's "new toy" habits compare to your community.