The NeeDoh Nice Cube, a small, soft plastic toy, and its many variants have become a runaway hit, selling out in stores and sparking widespread enthusiasm. This trend is part of a broader decade-long rise in sensory and fidget toys, which are filling children's rooms and classrooms and attracting the attention of retailers seeking to connect with younger consumers.
Michelle Goad, chief brand officer at Claire's, noted the significant success of NeeDohs alongside other tactile collectibles like squishies and slime. While the appeal can be as simple as the satisfying sensation of squeezing, experts suggest these toys tap into deeper needs for stress relief and tactile engagement, particularly in a world where children spend a considerable amount of time interacting with screens.
A History of Tactile Play
Toys designed for squeezing and tactile manipulation are not new. The 1960s saw the emergence of the first slime generation, exemplified by Creepy Crawlers, which allowed children to create bug-shaped toys. Stretch Armstrong, a stretchy, goo-filled wrestler, debuted in 1976 and maintained popularity through the 1990s. The late 2010s saw the explosion of the fidget spinner, a toy initially conceived in the 1990s by a mother seeking a way to engage with her daughter, which became a global craze in 2017, leading to widespread discussions about the role of fidgeting.
The Science and Social Context of Fidgeting
While definitive research on the benefits of fidgeting for children is still developing, many individuals with ADHD and autism report that interacting with objects can aid concentration and relaxation. Occupational therapists generally support the use of fidget toys, provided they do not become a distraction to others. Clinical psychologist Mark Rapport's research indicates that movement can help improve alertness for tasks and lectures. The 2010s also marked increased awareness of ADHD and autism, alongside a greater emphasis on social-emotional learning in schools, potentially contributing to the shift in perception of fidget items from novelty to beneficial tools.
Simultaneously, the rise of ASMR (autonomous sensory meridian response) on social media, where videos of people squishing slime are popular, has created a significant niche. Retailers like Claire's are capitalizing on this, with their "A Girl SMR" campaign featuring sensory items. Goad observed that many of these products naturally create satisfying ASMR moments, from tapping on glass to the sound of crunching candy or opening slime containers.
Why Children Gravitate Towards Fidget Toys
Children often describe NeeDohs as a means of stress relief. For some, like 11-year-old Harper, these toys offer an outlet from pressures related to perfectionism, schoolwork, and sports. Fourteen-year-old Ella finds that fidget toys like NeeDohs provide a way to move while seated in class and can serve as a conversation starter.
Educators express mixed feelings, particularly when toys are used disruptively. However, the underlying appeal of fidget toys and sensory play may lie in their ability to offer a contrast to the digital experiences that often dominate children's lives. Toy analyst Chris Byrne suggests that the tactile nature of squishy toys provides a different sensory experience compared to touching a screen. Professor Katherine Isbister, who studies fidgeting, notes that in contrast to the constant screen engagement of today, her own childhood involved more hands-on activities like sewing and crafting, which naturally developed fine motor skills.
Isbister suggests that children may require more opportunities for messy, fine-motor play, especially as academic demands increase in early school grades. She recommends parents encourage tactile activities such as building sandcastles or even involving children in household chores like washing dishes, which can provide a similar sensory experience.
The author's personal experience with a Squishy Dumpling mirrored these sentiments, leading to increased focus and reduced phone usage. The widespread popularity of fidget toys has, at the very least, helped destigmatize the human need for tactile stimulation. As Isbister put it, "People realize they need these different kinds of sensory stimulation."