{"id":366,"date":"2026-06-11T12:07:44","date_gmt":"2026-06-11T12:07:44","guid":{"rendered":"https:\/\/americanlivingreport.com\/?p=366"},"modified":"2026-06-11T12:07:44","modified_gmt":"2026-06-11T12:07:44","slug":"why-your-kid-is-obsessed-with-squishy-toys","status":"publish","type":"post","link":"https:\/\/americanlivingreport.com\/?p=366","title":{"rendered":"Why your kid is obsessed with squishy toys"},"content":{"rendered":"
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This story originally appeared in <\/em>Kids Today<\/em><\/strong>, Vox\u2019s newsletter about kids, for everyone. <\/em>Sign up here for future editions<\/em><\/strong>.<\/em><\/p>\n

Read more 9 reasons to watch the 2026 World Cup<\/a><\/p>\n<\/div>\n

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The NeeDoh Nice Cube is a lump of soft plastic a little over 2 inches tall. It comes in blue, pink, or purple, and retails for $5.99. When you squeeze it, it produces a pleasing, squishy sensation, subtly relieving the stress of the day and replacing it with a sense of calm and peace.<\/p>\n<\/div>\n

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At least, I have to assume it does. The Nice Cube \u2014 and other NeeDoh variants, like globs, donuts, and kittens \u2014 are so popular that it\u2019s become nearly impossible to get your hands on one. The toys are sold out at toy stores. The manufacturer, Schylling, no longer sells them through its website. Full-grown adults are practically coming to blows over them.<\/p>\n<\/div>\n

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\u201cThey just showed up in force, especially in the last part of the school year,\u201d Ginger Eikmeier, a Nebraska high school teacher, told me. \u201cYou see a couple of students with NeeDohs, and then it just kind of spreads.\u201d<\/p>\n<\/div>\n

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Runaway toy crazes always have an element of randomness to them. \u201cNobody can plan for a fad,\u201d toy researcher and analyst Chris Byrne told me.<\/p>\n<\/div>\n

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At the same time, the popularity of NeeDoh is part of a larger trend: the rise of sensory and \u201cfidget\u201d toys over the past decade. While kids (and adults) have always fidgeted, the marketing of toys explicitly for this purpose has exploded in recent years, as objects for squeezing, popping, stroking, and shaping fill kids\u2019 bedrooms and classrooms alike. Retailers are jumping on the bandwagon, with millennial mall staple Claire\u2019s rolling out a summer slate of ASMR-friendly sensory items in an effort to appeal to a new generation of shoppers.<\/p>\n<\/div>\n

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\u201cYes, NeeDoh has been incredibly successful, but we\u2019re also seeing tremendous enthusiasm around squishies, fidgets, slime, and other tactile collectibles,\u201d Michelle Goad, chief brand officer at Claire\u2019s, told me in an email.<\/p>\n<\/div>\n

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On one level, the power of fidget toys is not that deep: \u201cIt\u2019s just fun to squish them,\u201d Harper, 11, told me. But experts also point to a bigger message behind the rise of NeeDoh and its ilk \u2014 one that has implications for kids\u2019 lives far beyond the toy store.<\/p>\n<\/div>\n

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The history of fidget toys<\/h2>\n<\/div>\n<\/div>\n
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Squishy toys are far from new. \u201cThe first slime generation was in the 1960s,\u201d Byrne told me. Creepy Crawlers, for example \u2014 bug-shaped doodads that kids could make at home using a substance called PlastiGoop \u2014 debuted in 1964.<\/p>\n<\/div>\n

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Stretch Armstrong, a stretchy, goo-filled wrestler guy, was released in 1976 and was still popular in the 1990s, when a rumor circulated in my brother\u2019s baseball league that a kid had eaten some of the goo and spontaneously grown 6 inches. (The mixture was apparently corn syrup cut with glass and wood particles. Don\u2019t eat it.)<\/p>\n<\/div>\n

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The fascination continued through the \u201990s, with Nickelodeon Gak and its various offshoots. All of these goopy creations were fun to squeeze, of course; that was the entire point. But the idea of toys explicitly designed for fidgeting or sensory play came around later, perhaps with the popularity of the fidget spinner in the late 2010s.<\/p>\n<\/div>\n

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The first fidget spinner was actually designed in the \u201990s by a mom dealing with a muscle-weakening autoimmune disease that affected her ability to play with her daughter. But the clicky little toy didn\u2019t become a craze until 2017, when it took playgrounds by storm, got banned in many schools (a rite of passage for any viral toy), and helped launch a discourse about the role of fidgeting in kids\u2019 lives.<\/p>\n<\/div>\n

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The science of fidgeting<\/h2>\n<\/div>\n<\/div>\n
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There\u2019s still little definitive research on the benefits or drawbacks of fidgeting for kids, said Katherine Isbister, a professor of computational media at UC Santa Cruz who studies fidgeting. But many people with ADHD or autism say that playing with an object can help them relax or concentrate.<\/p>\n<\/div>\n

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Occupational therapists are generally pro-fidget, as long as the toys don\u2019t distract other children, Isbister said. And research shows that movement can help people stay alert enough to complete a task or listen to a lecture, Mark Rapport, a clinical psychologist who has studied attention, told me in an email.<\/p>\n<\/div>\n

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The 2010s were also a time of growing awareness around ADHD and autism, and, Isbister pointed out, greater attention to social-emotional learning in schools. So, it\u2019s perhaps no surprise that toys once marketed as slightly gross or transgressive (see, for example, Gurglin\u2019 Gutz), started to get a more positive spin as fidget items.<\/p>\n<\/div>\n

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Around the same time, interest in ASMR \u2014 autonomous sensory meridian response, or a \u201ctingly\u201d sensation some people get when watching certain videos or hearing certain sounds \u2014 was rising on social media. Videos of people squishing slime occupy a huge niche in the ASMR ecosystem, a fact Claire\u2019s hopes to capitalize on this year with its A Girl SMR campaign, featuring slimes, squishy toys, and special booths where kids can create their own ASMR videos.<\/p>\n<\/div>\n

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The company has been \u201ctracking the rise of sensory-driven items that kids were hunting for, collecting, and sharing online,\u201d Goad told me. \u201cMany of those products happen to create incredibly satisfying ASMR moments too, whether that\u2019s tapping their faux nails on glass, hearing candy crunch, or peeling open a fresh slime container.\u201d<\/p>\n

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Or squeezing a NeeDoh. The mall chain sold out its entire spring inventory of the toys \u2014 numbering in the tens of thousands \u2014 over just four days in March, Goad said.<\/p>\n<\/div>\n

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Why kids love fidgets so much<\/h2>\n<\/div>\n<\/div>\n
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Kids often describe NeeDohs as sources of stress relief. \u201cI\u2019m kind of a perfectionist, so everything always has to be perfect, and then there\u2019s always drama with my friends, and I want my schoolwork to be good, and then I have sports that I\u2019m stressing about,\u201d Harper told me. But you can\u2019t be a perfectionist about squishing an ice cube.<\/p>\n<\/div>\n

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She has a variety of the NeeDoh toys, including a mini pink cube and a purple gumdrop.<\/p>\n<\/div>\n

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For Ella, 14, the toys may satisfy a need for movement and connection. \u201cI bring them to class sometimes, because you can\u2019t really get up and move around while you\u2019re sitting at a desk in a classroom, so it\u2019s just another way to fidget,\u201d she said. And \u201cbecause a lot of people ask for your NeeDoh, it kind of is a conversation icebreaker.\u201d<\/p>\n<\/div>\n

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Teachers are less excited about students using NeeDohs as an icebreaker, especially because the cubes can, in fact, break. But fidgets, squishy cubes, and other \u201csensory\u201d play experiences may be especially popular now, because they offer a counterweight to the forces that otherwise dominate kids\u2019 lives. Playing with a squishy toy is \u201ca very different experience than touching a screen,\u201d Byrne said.<\/p>\n<\/div>\n

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\u201cPeople experience so much of their day through their cell phone, whereas when I was a kid, you were actually sewing, or you were crafting,\u201d Isbister said. \u201cYou had a lot more hand-eye coordination and fine motor stuff you were just doing as a matter of course.\u201d<\/p>\n<\/div>\n

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\u201cKids probably need more messy, fine-motor type play,\u201d Isbister said \u2014 especially as kindergarten and the lower grades get more academic, with less time for Play-Doh and other hands-on pursuits. Parents can help fill the void by encouraging more tactile activities, like making mud pies or sandcastles, Isbister said.<\/p>\n<\/div>\n

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Another option: Recruit your children to help you do the dishes or clean the bathtub. \u201cIt\u2019s kind of messy,\u201d Isbister said. \u201cThere\u2019s water involved.\u201d<\/p>\n<\/div>\n

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My children are unlikely to be convinced that helping me with chores counts as playtime. I have, however, learned something about sensory play from their example.<\/p>\n<\/div>\n

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I may not have been able to secure a Nice Cube for this story, but my family did acquire a Squishy Dumpling \u2014 a dumpling-shaped toy with a cute little face and a filling made of soft plastic beads \u2014 before they got too popular. I\u2019ve been squeezing it the entire time I\u2019ve been writing this story, and I have found myself more focused and less distracted than usual. I\u2019ve also been reaching for my phone a bit less.<\/p>\n<\/div>\n

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I didn\u2019t think of myself as someone particularly deprived of sensory stimulation (I do clean up a lot of messes), but this toy has given me the dumpling-squeezing experience I didn\u2019t know I needed, and made me think of ways to add more tactile experiences to my life.<\/p>\n<\/div>\n

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If nothing else, the rise of fidget toys has helped destigmatize the human need to squeeze stuff. \u201cI think it\u2019s great that we no longer see fidgeting as a bad sign or something bad,\u201d Isbister said. \u201cPeople realize they need these different kinds of sensory stimulation.\u201d<\/p>\n<\/div>\n

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What I\u2019m reading<\/h2>\n<\/div>\n<\/div>\n
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Child well-being worsened across the country between 2019 and 2024, with education and health scores posting declines, according to a new state-by-state report from the Annie E. Casey Foundation. On the bright side, the report also found decreases in child poverty.<\/p>\n<\/div>\n

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Nearly three in four teachers believe AI will have a bigger impact on classrooms than the introduction of the internet or computers, according to a new NPR\/Ipsos poll. A majority fear the technology will make it harder for students to think for themselves.<\/p>\n<\/div>\n

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The death of the mall and the rise of punitive anti-loitering enforcement have teenagers craving third spaces where they can just hang out, experts say.<\/p>\n<\/div>\n

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My older kid has been enjoying the Wizkit books, about a lazy one-eyed cat who is forced to go on adventures.<\/p>\n

Read more The US-Iran ceasefire is breaking down<\/a><\/p>\n<\/div>\n

See More:<\/span><\/p>\n
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  • Explainers<\/li>\n
  • Life<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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