We had a lot of luck curbing this by making up an amazon wishlist. We fill it with fun things that my toddlers still need/want. Like a new bike helmet, fun water bottles, backpacks, fire tablet, annual tickets to the zoo, swim suits, tubing tickets, magnatiles, kinetic sand, nugget couch and melissa and doug food kits It cuts down significantly on junk and my kids get more what they actually are interested in. I tried giving them a link to my kid's 529 plans but they had no interest (I don't really blame them, but that's what I would get my grandkids).