Doctors and burn specialists are raising concerns about a dangerous trend involving the misuse of NeeDoh toys, a popular squishy, doughlike product. Several incidents have been reported in which children have microwaved these toys, resulting in serious burns.

In one notable case from January, a 9-year-old boy in Plainfield, Illinois, microwaved a NeeDoh cube after hearing about the practice from a friend. The toy exploded, spraying hot goo on his face and hands, causing second-degree burns. According to Kelly McElligott, burn outreach coordinator at Loyola Medicine Burn Center, the boy experienced swelling, blistering, and pain severe enough to require admission to a burn center for overnight care. Ms. McElligott noted that her facility has treated about five similar cases this year alone.

Medical professionals from other burn centers have reported comparable injuries. Dr. Alisa Savetamal, director of the Connecticut Burn Center at Bridgeport Hospital, described treating an elementary-age child with facial burns from the same cause. She noted that second-degree burns are particularly painful and can leave lasting scars.

The Consumer Product Safety Commission has received approximately six reports detailing incidents where children or teenagers needed emergency medical attention after NeeDoh toys burst when heated. Some burns have also occurred after children left the toys inside hot vehicles.

Schylling, the manufacturer of NeeDoh toys, acknowledged the issue and stated that it is working with social media platforms such as TikTok to remove content encouraging this misuse. The company has added safety warnings on packaging as part of its efforts to prevent further injuries. Paul Weingard, president of Schylling, emphasized the company's commitment to consumer safety. Despite these concerns, the toys continue to be in high demand, with the company reportedly selling a year’s supply within the first nine weeks of 2024.

Medical experts urge parents to remain calm but vigilant. Dr. Elizabeth Murray, an emergency pediatrician from Rochester, New York, and a spokeswoman for the American Academy of Pediatrics, advised caregivers to talk openly with their children about the dangers of following hazardous trends seen online. Some schools and summer camps have responded by banning the toys entirely to reduce the risk of injury.

“As much as it seems like common sense, this is a clear prompt for parents to have direct conversations with their children about safe behavior and critical thinking when encountering viral challenges,” Dr. Murray said, highlighting the need for awareness and communication in an age of social media influence.