A simple squishy toy is gaining widespread popularity among young people looking for an easy way to manage stress.

Needoh is a soft, moldable stress-relieving toy that is filled with a gel-like substance. The manufacturer also offers other types of squishy toys, which can include water-based, shaving-cream, or clay-like compounds inside the soft rubber outer shell. The toy comes in various colors and textures and that has led to the growing popularity of Needoh, making it a favorite among younger generations.

Unlike other fidget toys which may click or pop, Needoh is silent. This makes it the perfect fidget for a classroom or silent space.

“They’re good to take your mind off of something, or if you like to fidget, it’s not loud. I have them in my desk and in my backpack, so a lot of the time when I’m doing schoolwork, I sit there and squeeze it,” Riley Hall, Quincy University student, said.

Needoh taps into the sensory trend that has taken over social media. The brand has over half a million followers on TikTok and Instagram combined. The satisfying texture and colors make it visually appealing for viewers to engage in content. Stores like Target, Walmart, Walgreens, and CVS are having a hard time restocking the shelves because of the widespread popularity. Empty boxes line the shelves as stores are having to restock multiple times a week.

For some, it is more than just a fun toy. It helps students focus throughout the day.

“They’re really helpful when I’m stressed or fidgeting. I’ve heard that they help focus on class and help with anxiety,” Jersey VanErem said.

Compared to other trending fidget items, Needoh is relatively inexpensive. The variety of options also make it so consumers can collect them. The toy, originally produced by Schylling, offers a quiet, non-electronic way to cure boredom. No batteries, Wi-Fi, or screen necessary, this product is fully classroom-friendly and students can use it without distracting others.

“I saw many unboxing videos on TikTok showing the different types of Needohs, so I wanted to try to find them in stores. I use mine almost every day during class or on long road trips. I think that since they blew up on TikTok, everyone wants to get one for themselves,” Avery Mulvey said.

The sensory toy is simple. It stretches, squeezes, and slowly returns to its original shape. Though Needoh has been on the market for years, its steady rise can give hope for its future. Trends among younger generations are always changing; however, stress and anxiety remain among students. Social media may play a part in the rise of Needoh, but the students’ need for them is persistent.

In a world full of high-tech activities and digital distractions, Needoh offers people something refreshingly low-tech and easy to use.

For now, this small stress toy continues to squeeze its way into classrooms, backpacks, and car rides as social media and younger students work together to boost its popularity.