Hi L.,
It sounds like you have a wonderfully normal little guy who is now experimenting with the many things he can do to a toy!
As with any behavior you want to address, I suggest you and your hubby get a plan, choose a time when you and your son will be home for several days in a row and get the plan going.
A word or two such as, "Gentle!" and demonstrating what is okay could be a first try. If he doesn't adjust after a few tries, consider putting the toy in view and high up out of reach. Tell your son he can have the toy back when he is ready to play gently with it. Another option would be to put your son time out, but you will have other times you might wish to do this and you don't really have to in this instance.
The reason for being home several days running is to give him ample opportuniities to learn how to treat his toys (and your furniture) gently in a short period of time. This reinforces the concept really well.
REMEMBER to catch him being gentle with his toys and tell him something like, "You really are being gentle with those toys!" You might also praise his success a bit in front of another adult when he can hear it.
Good luck!
Parent Coach J. B