You’ve probably seen them, whirring between the thumbs and index fingers of school children, celebrities, and even Barron Trump. Dubbed the “hula hoop of Gen Z,” the fidget spinner—a small three-bladed gizmo intended to minimize distraction—has taken the teen world by storm. Its rise has been so seismic that e-commerce data firm Slice Intelligence estimated that late last month, the toy accounted for 17% of daily online toy sales.
Austere publications across the country have chronicled the toys’ rise, dutifully explaining them to adults. Giants of the toy industry have moved to get in on the trend, with Toys R Us airfreighting tens of thousands of the things to meet demand. But here’s the bad news for the grown-ups and Fortune 500 companies: the fidget spinner is no longer cool.
The term hit its peak popularity on Google search in mid-May, and like most trends, quickly started to fizzle. The term “fidget spinner” first appeared on Google trends sometime between Jan. 29 and Feb. 4. The term increased in usage rapidly for the next few months, peaking on May 6 in the U.S.
Data from payment platform Square confirms interest is waning. Slice Intelligence, too, shows a downward trajectory: online sales of the toy peaked on May 5 before making its descent.