Late 2025, a new trend started to rise on social media platforms. Fidgets began popping up on everyone’s “For You” page, quickly turning into obsessions across YouTube, TikTok, Instagram, and more. Stores started selling out as people arrived at popular chains like Target and Walmart before they even opened, just for a chance to get their hands on a fidget, the most popular brand being NeeDoh.
People, mainly adults, on social media are now asking why? Is this healthy? Why are people going to such extremes for NeeDohs? NeeDoh actually is not as new as some may think. Starting in 1968, the Schylling brand was created to help people relieve stress and stay focused. It stayed low profile for years until it took a turn in 2025.
TikToks and Instagram Reels saw a rise in creators from around the world posting reviews and hauls of their newest fidgets. Part of the appeal is easy to understand. Who would not want something by their side to squeeze, pull, and fidget with?
In a time filled with stress for both adults and teens, including school, work, money, and family issues, the idea of having something small to relieve stress is already a strong marketing tool in itself.
However, this trend has gone further than others. Now, people line up outside of stores and wait for their chance to buy one. It has gotten to the point where people can sell them for more than their original price.
Psychology teacher Ms. Ekert-Toler explains that “Sometimes people just need sensory regulation, and NeeDohs help with that,” She adds that having something small to focus on can help people stay calm in stressful situations.
This idea is supported by research on fidgets. Fidget toys, like Needohs and other stress relieving fidgets are commonly used in classrooms to help students with ADHD and others to stay engaged.
Teachers have used items like stress balls for years to help students focus during lessons and manage their behavior. Studies suggest that these tools can improve attention and give students a simple way to release excess energy in a controlled way.
