As a clinical psychologist and avid cultural observer of trends, I am fascinated by the recent uptick in interest in NeeDoh toys. These squishy toys (shaped like balls or cubes) come in a variety of shapes and colors and can be stretched and squeezed and used as toys and/or stress balls. Toy stores can’t keep them in stock for longer than 30 minutes once word gets out that there has been a recent shipment. Lines form outside of stores in pursuit of the NeeDohs.
So what is at play here? Why are these toys so popular? What purpose are they serving? There are several factors that have created this trend. Of course, social media is involved. These balls and cubes in their bright neon colors are all over TikTok. We are all aware of the power of social media, particularly among teen girls, who especially love these toys. Second, the hunt for these items is exciting. Who doesn’t enjoy a fun treasure hunt? If they were readily available, the thrill of the chase would be gone, and “the hunt” is part of the fun. Third, they lend themselves to being collectibles since they come in different sizes, shapes, colors, and textures. Finally, they work as excellent stress balls, and the teens in my practice who engage in self-harm and skin picking find them to be an effective alternative to problematic behaviors. They certainly don’t eliminate the urge to cut or pick at the skin, but they provide an alternative that is safe and fun.
I must admit that I, too, have traveled around in pursuit of these NeeDohs and have formed a collection. I am lucky enough to have a dear psychologist friend who found the NeeDohs in a store on the main street of her town and actually sent me some by overnight mail. We had a lot of fun engaging in this pursuit as a team. Also, keep in mind that most stores will limit you to purchasing two per family, so friends can be very helpful if you are using them as part of your therapeutic work and want to make them available to your patients.
I have learned that adults also like these toys and use them to reduce stress and anxiety. They can be used as alternatives to nail biting, hair twirling, and other behaviors that we engage in while working or studying. In psychology, we refer to these behaviors as adjunctive behaviors, which are behaviors that we engage in while working, studying, or even writing our Psychology Today posts, as a way to stay relaxed and focused. Adults, teens, and children who struggle with attentional issues and focus find these toys helpful in maintaining focus. In fact, I learned that a number of teachers have taken their breaks early to get in line to purchase these items for their students. I have been speaking with store owners to learn about consumer behavior and trends.
I want to be clear that I do not work for the company that manufactures NeeDohs. I am, however, always in active pursuit of therapeutic tools to help my patients. I also find it necessary to be aware of social media trends that influence both self-destructive and prosocial behavior. My teens, in particular, are influenced by TikTok and Instagram. Finally, one teen said it best when she said that stress toys help her when she is about to “crash out” (have a meltdown).
