A closer look at the role of stress, nostalgia and social media in squishies’ sudden resurgence.
In recent months, squishies —specifically NeeDoh’s– have made a surprising comeback. If you walk through any Target, Walmart or Five Below, you’ll see empty racks of where the toys had just been hours earlier. Not long ago, those same products lingered untouched, collecting dust. Now, they are selling out within mere hours of restocking and appearing across social media feeds once again. This raises a simple question: Why now?Â
This resurgence of popularity suggests several possible explanations. Some might point to stress, noting that many who once played with squishies are now college students navigating academic and social pressures. Others see it as a form of nostalgia; a way of reclaiming a sense of playfulness or “bringing back whimsy.” Or is this popularity due to just another trend scouring every social media platform?Â
To better understand this resurgence, it is important to look at the research behind fidgets and why items such as NeeDoh’s continue to gain popularity. In an article written in 2021, author Lindsey Todd explains that moving, spinning or handling an object helps soothe or calm a person. Many people with obsessive-compulsive disorder (OCD) can find comfort in these repetitive actions. Todd also notes that it is speculated that people with attention-deficit/hyperactivity disorder (ADHD) may benefit from using fidget toys, as they can support focus and improve concentration.Â
More recent reports point to potential physical benefits as well. In another article, The Science Behind Fidgeting: Boost Productivity, written in 2025, Integrative Psych explains that for individuals who spend long hours without moving, fidgeting can promote better circulation and prevent stiffness. Moving the hands or thumbs, as most fidget toys require, can also increase blood flow and reduce the risk of developing conditions associated with prolonged inactivity. The article states that “fidgeting can serve as a low-intensity exercise that burns calories. While it might not replace regular physical activity, fidgeting can contribute to overall energy expenditure. This can be particularly useful for individuals seeking to manage their weight or increase their daily activity levels without engaging in strenuous exercise.”
Although some studies suggest that squishies or fidgets can help with mental and physical health, research shows that their effectiveness is not strongly supported. This argues that their recent resurgence is largely the result of social media influence and the rapid cycle of online trends. Platforms like TikTok or YouTube Shorts play a major role in reviving trends, as videos featuring the satisfying textures and visuals of NeeDohs quickly gain traction and reach millions of views.Â
These videos often focus on the “satisfying” sensory experiences, using bright colors and slow, exaggerated movements to capture the viewers’ attention. As users repeatedly engage with this type of content, algorithms continue to push similar videos, greatly fueling their popularity. At the same time, their limited availability in stores creates a sense of competition among buyers, making the toys seem more valuable and desirable simply because they are difficult to find. Â
Similar to past crazes like slime and fidget spinners, the popularity of squishies will follow that familiar pattern of rapid rise fueled by online attention, only for them to succumb to eventual decline. This cycle occurs because social media thrives on novelty; once a trend becomes oversaturated, users begin to lose interest and move on to the next trend.Â
In a fast-paced digital environment, attention has become a kind of currency, and trends survive only as long as they can hold it. The return of squishies says less about the toys themselves and more about how quickly culture recycles what once felt new. Whether this shift in popularity is driven by stress, nostalgia or online visibility, their popularity may prove to be temporary.