When a scientist from the United Kingdom became a mom, she found herself overwhelmed by toys promising to support her baby's development. So she turned to research to find out what really works. Ashleigh Clegg, 31, who holds a degree in biology and a master's degree in biotechnology, argues that some expensive products offer little advantage over much cheaper alternatives, while a handful of classic toys have stronger research backing.
"I started my whole TikTok account because of the health, wellness and parenting claims we're bombarded with and checking them against the actual research," Clegg told Newsweek. "I read the papers so other people don't have to." According to Clegg, who also spent five years working in microbiology, biotechnology and immunology labs before moving into the microscopy industry, baby toys became a particularly overwhelming topic after she became a parent. "An insane amount of toy marketing leans on science-sounding claims like 'boosts brain development' and 'builds neural pathways,'" she said.
"There’s just nothing to back any of it up." In a clip on TikTok, Clegg (@cleggx) reviewed the popular Grimms Rainbow, a colorful wooden stacking toy that can cost significantly more than conventional alternatives. While Clegg described it as a beautiful open-ended toy, she found little evidence supporting claims that it uniquely boosts creativity or STEM-related skills. Instead, she argued that inexpensive stacking cups perform much of the same function.
In her review, stacking cups received a moderate score because studies suggest they can help children develop skills related to ordering objects by size, although those abilities tend to emerge gradually. Shape sorters earned even higher marks. Clegg noted that researchers frequently use shape-sorting tasks to assess skills such as motor planning and problem-solving, making them one of the stronger evidence-based options for young children.
The clear winner, however, was the ball-drop toy. These toys provide children with a playful way to practice those concepts while also developing motor skills, leading her to award them top marks. Clegg pointed to research on object permanence, the understanding that objects continue to exist even when out of sight, first explored by developmental psychologist Jean Piaget.
The findings reinforced what she believes is the biggest misconception among parents: that a toy itself drives a child's development. "Most of the evidence points to the interaction: talking, responding, taking turns and following your child's lead," Clegg said. "Researchers call this 'serve and return.' A wooden spoon and an engaged parent beats a $60 developmental toy with a distracted one." For families on a budget, Clegg recommends prioritizing books, simple open-ended toys such as blocks, stacking cups and balls, pretend-play items and even ordinary household objects.
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