NeeDohs are the new viral toy: What to know

NeeDoh sensory toys have taken over social media and online parent groups.

Across TikTok and Instagram, the #needoh hashtag has appeared in hundreds of thousands of posts, including unboxing videos, shopping tips, and clips of people playing with the squishy toys or showing off their collections.

Despite their rampant popularity, hospitals and authorities have warned about the potential dangers of NeeDohs when they are misused.

Here's everything to know about the colorful, eye-catching toys.

What are NeeDohs?

A NeeDoh is a handheld and portable sensory toy that can be stretched and squeezed.

They contain "non-toxic, dough-like compounds," Schylling President Paul Weingard explained to ABC News previously.

According to Schylling, the toy company behind the NeeDoh product, the sensory toys were first introduced in 2017 with the Groovy Glob and "designed to be as satisfying as they are fun."

There are currently over 50 different NeeDoh toy styles, from the Cool Cats NeeDoh to the NeeDoh Gummy Bear and the NeeDoh Nice Cube.

NeeDohs range in price from about $4.99 for a NeeDoh Color Change Squeeze Heart to $19.99 for a NeeDoh Nice Berg. They are often marketed as a screen-free toy that can help kids, teens, and adults de-stress and focus.

Are NeeDohs popular? 

NeeDoh toys have spiked in popularity both in the U.S. and abroad, and Schylling said the sensory toys have "gone fully viral, without relying on a single moment or trend."

Schylling did not reply to an ABC News request asking for specific NeeDoh sales numbers but said the sensory toys have brought in "double-digit growth year over year."

In addition to being popular among children, Schylling said "tweens, teens, young adults, adults, collectors, 'kidults,' and even grandparents" are fans of NeeDohs.

Are there potential dangers with NeeDohs?

The package of a NeeDoh Nice Cube, specifically, warns that the toy has small parts, can be a choking hazard for children under 3, should not be heated, frozen, or microwaved, and "may cause personal injury."

Hospitals have reported burn incidents and injuries after children and other users microwaved NeeDoh toys, imitating social media videos that have shown users briefly heating NeeDohs in microwaves in order to make them more pliable.

In a July 3 bulletin, which was shared in a Facebook post on Monday, the Nassau County Fire Commission and Fire Marshal's Office in New York warned of the "extremely dangerous" social media trend involving microwaved NeeDohs, which it said could "lead to severe injury or death."

"This trend shows people putting a NeeDoh gel-filled toy into the microwave, sometimes after being put in the freezer. As the toy is gel-filled, it begins boiling within seconds, and once removed from the microwave, can explode causing severe burns to the hands, chest, and face," the bulletin read.

The bulletin stated that "several children around the world have suffered third-degree burns to the face" as a result of the trend, adding that the trend "has sadly now reached Nassau County, where a child suffered second- and third-degree burns."

"Toys are intended to be played with, as described on the label. Misusing a product by heating in a microwave, oven, or stovetop is dangerous," the bulletin added. "Parents, guardians, and other caretakers are urged to monitor any activities of children when they are in the kitchen. Accidents can happen to an adult in the kitchen, even if they take precautions, so for a child who doesn't know any better, the risk is even greater."

Whitney Grubb, an Illinois mom, previously shared with ABC News that her son Caleb, 9, suffered multiple burn injuries on his face and hands after he microwaved a NeeDoh Nice Cube toy, which caused it to explode.

"My main goal with this is just to get the warning out about the product and the [social media] challenge [involving NeeDoh toys] that's going on, and show it to your kids," Grubb told ABC News. "This is what can happen if you try some of these silly things that some children unfortunately have gotten hurt with."

In a statement to ABC News, a Schylling representative said, "Ensuring the safety of our consumers is fundamental for Schylling. We are disappointed to see there has been a trend on social media demonstrating misuse of our NeeDoh products. Misusing a NeeDoh product by microwaving, heating, or freezing is dangerous and could cause injury to the consumer."

They added, "Schylling has partnered with social media companies such as TikTok to remove influential content containing NeeDoh product misuse. Additionally, Schylling has included a safety warning on NeeDoh packaging and our all e-commerce listings to help combat product misuse."