Squishy toys and tactile fidgets like NeeDoh have surged in popularity, driving morning queues at retail stores and amassing millions of views on social media platforms like TikTok, according to retail trends experts and consumer reports. The trend combines low-tech sensory play with viral trading communities, though it has also sparked safety concerns regarding product misuse and material exposure.
Retail Demand and the Morning Rush for Squishies
At 7:30 a.m. on a recent Monday morning, Ashley Montan and her 8-year-old son waited in line outside a Target store in Hackensack, New Jersey, to secure newly released squishy toys, according to consumer accounts. Montan stated that the hunt for items like squishy sticks of butter and squishy clouds provided an unusual incentive for her son’s morning routine. Similar high demand has impacted specialty shops, such as Kip’s Toyland in Los Angeles, where staff reported that inventories of popular lines like NeeDoh had sold out completely.
According to Adrienne Appell, a trends expert at the Toy Association trade group, a combination of factors drives the surge. The toys occupy a low price point, making them accessible to collect, while offering a tactile break from digital screens. Dan Klitsner, a longtime game creator and inventor of Bop It, noted that physical toys fulfill a sensory need that phones cannot replicate, involving actions like squishing, twisting, and pulling.
Social Media Culture and the Fidget Trading Craze
While the products themselves are analog, their distribution and cultural footprint rely heavily on social media. Users across TikTok share videos documenting how to locate, collect, and trade items. Madison Martell, 23, posted a video showcasing a structured fidget trade using a mat marked with plus, check, and minus symbols to evaluate offers. Her video accumulated five million views.
The trading format was popularized by Faith Bench, a former middle school math teacher with nearly 10 million followers, who introduced structured fidget trading in 2021 to encourage communication and decision-making skills among children. Bench opened a physical storefront in Florida in 2023 dedicated to buying and trading fidgets. The activity has since expanded beyond children into workplaces, with videos capturing adults trading items ranging from office tools to car dealership keys.
As factory-made squishies frequently sell out, some consumers turn to do-it-yourself alternatives. Juliana Leung, a 22-year-old student known online as Joowliesfidgets, publishes video tutorials demonstrating how to manufacture homemade squishies using silicone casings, glue, shaving cream, and sand as fillings.
Safety Warnings and Material Exposure Risks
The popularity of tactile toys has also drawn scrutiny from public officials and medical professionals regarding safety. During the summer, doctors and public agencies issued warnings after an online trend encouraged children to microwave NeeDoh toys, resulting in burn injuries.
Beyond thermal injuries, the composition of plastic and foam products presents potential health risks. Tracey Woodruff, a professor of epidemiology and population health at Stanford University, stated that playing with certain plastic and foam toys can risk exposing children to unwanted chemicals, particularly younger children who may place items in their mouths. Appell of the Toy Association advised consumers to purchase fidget toys from reputable suppliers to ensure the items meet established safety standards.
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