Fire Marshals Warn Of Viral NeeDoh Trend After Nassau Child Suffers "Severe" Burns

LONG ISLAND, NY — Nassau County fire officials are warning parents about a viral social media trend involving the popular NeeDoh squishy toy after a local child suffered "severe" burns while attempting a similar challenge.

According to the Nassau County Fire Marshal's Office, the girl sustained "severe burns" after children in the home imitated a social media trend.

The warning comes as NeeDoh, a gel-filled stress-relief toy that has surged in popularity in recent months, continues to be featured in online videos. One viral trend encourages users to place the toy in a freezer and then heat it in a microwave to soften the texture.

Fire officials said the gel inside the toy can begin boiling within seconds when microwaved. Once removed, the toy can rupture or explode, potentially causing serious burns to the hands, face, and chest, fire officials said.

"This trend has sadly now reached Nassau County, where a child suffered second- and third-degree burns," the office said, adding the child was transported to a local hospital last week.

Chief Fire Marshal Michael Uttaro said the incident highlights the importance of teaching children about the risks associated with social media trends and unsafe behavior in the kitchen.

"This is an educational moment for sure to protect other kids from this dangerous challenge," he said.

The Fire Marshal's Office urged parents, guardians, and caregivers to closely supervise children's activities in the kitchen and monitor the content they consume online.

"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," fire marshals said.

A video circulating online shows a NeeDoh toy rupturing after being microwaved, resulting in burns to a young girl's face.

Schylling President Paul Weingard responded to Patch's request for comment with a statement:

"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. 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."

Fire officials noted that social media challenges have resulted in injuries for years, citing past trends that encouraged risky behavior among children and teenagers. Past examples include the Cinnamon Challenge and the Kool-Aid Man Challenge.

"It's not the first time that a reckless social media challenge has resulted in injuries, and sadly, it may not be the last," fire marshals said. "Even if you feel a child is old enough to consume social media or streaming sites, please monitor the information they are absorbing."