New Times,
New Thinking.

The fidget business

Pop-its and other fidget toys are selling in their tens of millions. Why are they so popular, and what do they tell us about growing up in a world of screens?

By Will Dunn

Before Lyra’s school banned pop-its, a constant susurrus filled the classrooms. “You could hear it all the time,” says Lyra, who is 11. Teachers were tormented by the sound of hundreds of fingers pressing the bumps on a small, flat piece of silicone rubber, something like a floppy ice cube tray – the pop-it, this year’s all- conquering playground craze. The bumps invert when you press them, making a satisfying little pop.

Lyra describes the effect as like “endless bubble wrap”: once you’ve popped all  the bubbles on one side, you flip it over and pop them all back the other way. The fun never stops. Pop-its come in bright colours, with rainbow and tie-dye patterns the most popular. They can be circular or square, or shaped like a dinosaur, unicorn or ice cream cone.

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