If you’ve stepped foot in a classroom, carpool line or your own living room lately, you’ve probably seen it: kids squeezing, squishing and obsessing over toys like NeeDoh.
In recent months, demand for these (NeeDoh) squishy fidgets has surged, with retailers reporting frequent sellouts and a spike in popularity driven in part by social media and word-of-mouth among kids, according to Business Insider. The brand behind NeeDoh has also sold more than 100 million units overall, with recent growth accelerating quickly, as reported by The Wall Street Journal.
It might look like a passing trend. Another fidget. Another thing to roll your eyes at when it inevitably ends up at the bottom of the toy bin. But according to experts, there’s a lot more going on beneath the squish.
It Feels Good, Literally
From a developmental standpoint, sensory toys like NeeDoh deliver something kids genuinely need: tactile input.
“When kids squeeze these toys, they’re getting feedback from their hands, muscles and joints,” says Nicole Maddock, CNP, of Mercy Health — Oak Point Primary Care. “That kind of input is naturally soothing for the nervous system.”
She says the push and pull of the material can help kids feel more grounded and regulated, especially while their brains are still developing and learning how to manage emotions.
Repetition = Calm
Ever notice how kids don’t just squeeze once? It’s over and over again. That’s not random, Maddock says.
“Repetitive squeezing engages the body’s calming pathways,” Maddock explains. “It can increase parasympathetic nervous system activity, which helps lower anxiety and heart rate.”
In other words, this kind of repetitive motion can help calm the body down. For many kids (especially those who are sensory seeking), it’s a way to stay focused rather than become overwhelmed or distracted.
Do They Actually Help?
In many cases, yes.
Sensory tools like stress balls and fidgets have been shown to support self-regulation, reduce anxiety, and improve focus — particularly for children with ADHD, autism or sensory processing challenges, Maddock says.
But how they’re used matters.
“If they’re being used as a regulation tool, they can absolutely help,” she explains. “But if they’re just being played with like a toy, that’s when they become distracting.”
Helpful Tool or Distraction?
Some kids focus better with a quiet fidget in hand. Others become completely distracted.
Research reflects that mixed experience. Some classroom studies have found that certain fidgets can support attention, while others can negatively impact academic performance, Maddock notes.
“A good rule of thumb is function over fun,” she says.
If a child can use it without looking at it and their attention improves, it’s likely helping. If it’s drawing focus away from the task at hand, it’s probably just another toy.
If your child is deep in their NeeDoh/squishy toy era, you don’t necessarily need to take it away, but you can guide how it’s used.
Experts recommend choosing options that are quiet, simple and easy to use without looking. Alternatives like stress balls, therapy putty or textured pencil toppers can offer the same sensory benefits without becoming the main event.
So if your kid is squeezing one nonstop, it’s probably not just a phase or trend.
For some kids, it’s calming. For others, it’s distracting. And for most, it’s somewhere in between.
The goal isn’t to eliminate them entirely, but to figure out when they’re helping and when they’re not.
