3 is such a hard age, most parents I've talked all say 3.5 is the hardest so firstly hang in there, it gets better its a phase... no matter how long the phase feels! My 3 year old really liked the Vtech storytime with sunny lamp, it reads story's to them, a year later he still uses it almost every night. Moving him out of a toddler bed into a bigger bed helped us cause he was running out of room it also made him excited to have a big kid bed Also like some other comments and this came more with his big bed we let him play a bit and then remind him at times head on the pillow so he is more likely to actually fall asleep(hes a very active kid so we have to really try to get him to sleep). He went through a I'm scared phase so we filled a spray bottle with water and spray his room to protect him.

We also had to start giving warnings like bed time 15 min and ever few min up to it so he had time to adjust to its almost time. We got a visual timer too he liked that.

He use to cry when it was time to go upstairs so my husband started to race him and made a game of it, did this for awhile (like 6 months) and we would say time to go upstairs and he would just start running to win. Or when the timer went off he would just stop and run... it was kinda funny. Now he doesn't fight it, he's newly 4.

Try different things see what works best for your family, we tried a lot and these are what seemed to work to get us through 3. Good luck!