I think variety is the key, and we've had really good outcomes by having a few pet shop toys (feather on wand, squeaky mouse, ball with bell) that we bring out for a few hours every few weeks and then put away, so it doesn't turn into something normal for them to ignore.

Cat + bottle cap around the hours of 3am - 5am seems to be a preferred form of entertainment, from my experience

Elastic hair ties have always been a favorite of my cats. My wife has to hide them unless she wants to be gifted with the "kill" at 3am.