Health3 min(s) read
Published 15:59 13 Jul 2026 GMT
Doctors and fire officials are warning parents about a dangerous social media trend involving NeeDoh Cubes after several children suffered serious burn injuries that required hospital treatment.
NeeDoh Cubes, made by toy company Schylling, are sensory toys marketed as being "designed to be as satisfying as they are fun." The range includes dozens of products such as the Cool Cats NeeDoh, NeeDoh Gummy Bear, and the NeeDoh Nice Cube. While the company has not disclosed exact sales numbers, it told ABC News the toys have achieved "double-digit growth year over year."
The warning comes after reports that children have been placing the toys in microwaves to make them softer, despite packaging that specifically warns users not to heat, freeze, or microwave the products. Authorities say the trend has resulted in severe burns after the toys burst open while hot.
The Nassau County Fire Commission and Fire Marshal's Office in New York described the social media challenge as "extremely dangerous" and warned it could "lead to severe injury or death."
According to reports, children have suffered second- and third-degree burns after overheated NeeDoh Cubes exploded. ABC 7 reported that nine-year-old Caleb Chabolla from Chicago was left with second-degree burns when a NeeDoh Nice Cube burst across his face.
His mother, Whitney Grub, said: "The right side of his face was kind of melting off, basically."
In a Facebook post, the Nassau County Fire Commission and Fire Marshal's Office said that "several children around the world have suffered third-degree burns to the face," including a child in Nassau County who 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 post said.
"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."
Dr. Alicia Webb, a pediatric emergency medicine physician at Children's of Alabama, also warned parents about the dangers of viral online challenges involving household products.
"Parents need to be aware of this trend and all dangerous social media challenges because they can pose a serious risk to children, and the children participating are not yet mature enough to recognize the danger for themselves," she told The New York Post.
She added that overheated toys can "easily explode, causing burns to the face, eyes, mouth, body, and can even cause internal damage if the hot substance is swallowed".
Dr. Michael Cooper, director of service for the burn unit at Northwell's Staten Island University Hospital, said children's skin is particularly vulnerable and that "even a brief contact with a hot substance can cause significant tissue damage."
Webb also warned that severe burns can leave children with lasting complications, including scarring and, in some cases, permanent disfigurement that may require skin grafts and specialized burn care. Cooper added that burn injuries may also result in "long-term psychological and cosmetic effects that may last well beyond the initial recovery period."
In a statement, Schylling said consumer safety remains its top priority and stressed that the products should never be heated or frozen.
"Ensuring the safety of our consumers is fundamental for Schylling," a company representative said. "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."
The company added that it has worked with social media platforms to "remove influential content containing NeeDoh product misuse" and has included "a safety warning on NeeDoh packaging and our all e-commerce listings to help combat product misuse."
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