Amrita Gupta, a 34-year-old former media professional from Mumbai, relocated to Bengaluru after her husband, employed in the IT sector, secured a new job. Now working as a freelance consultant in production, her daily tasks require extensive concentration, often leading her to experience distractions.
“When you’re deeply focused, it’s natural for your attention to wane,” she explains. Previously, she would often turn to Twitter, but recently she has discovered a less intrusive diversion—a small plastic device known as a Fidget Cube. This toy caters to the urge to fidget, offering an alternative to habits like clicking pens, shaking legs, or spinning coins.
The Fidget Cube gained popularity last year after an ambitious Kickstarter campaign launched in August, originally aiming to raise $15,000 (approximately ₹9.8 lakh). To the surprise of many, it ultimately secured around $6.5 million (roughly ₹42.5 crore). At first glance, its appeal can be puzzling.
Meeting Gupta at a coffee shop on Sarjapura Road in Bengaluru, she reveals the cube from her pocket. About the size of a standard die, the cube has various textures and buttons protruding from its sides.
“It’s not something you typically see adults with,” she laughs. One face features five clickable buttons while another presents gears and a rolling ball. A single switch occupies the third side, next to a dial that can be rotated. The cube also has a tiny joystick and a smooth indentation for thumb rubbing. “Instead of clicking a pen, you can play with these buttons or roll the dials,” Gupta describes.
Using the cube is simple, and its variety of functions can draw attention. While Gupta believes it aids her focus, she admits that it can become distracting if thought about too much. Nonetheless, she finds it particularly useful when reviewing scripts, as it keeps her engaged enough to avoid the temptation of checking Twitter.
Beyond the Cube
While Gupta is among those benefiting from fidget toys, she is not alone. The first mention of such toys came from T. Rajeev, an educator based in Texas, who introduced the concept of Fidget Spinners.
“These toys are becoming quite common in classrooms,” Rajeev observes, noting the vast range of prices. While some spinners are inexpensive, others can be outrageously priced. Despite their popularity, Rajeev is skeptical about their effectiveness in educational settings.
“Kids claim these toys help them concentrate,” he remarks, “but I believe they are more focused on the toy itself. Still, it’s an improvement over smartphones.”
On Reddit, a thriving community dedicated to Fidget Spinners boasts nearly 7,000 members. The platform features numerous discussions, reviews, and unboxing videos. Serious collectors exist, many of whom accumulate spinners like others would collect pens or watches. Some high-end models on Amazon reach prices upwards of $190 (around ₹12,500) and promise impressive spin durations, while collector-grade spinners like the Bathgate Artifact Spinner are available for pre-order at a staggering $700 (approximately ₹45,500).
In India, standard spinners can cost up to ₹1,000, while premium versions like the copper Tyzest retail for approximately ₹19,468, clearly attracting collectors.
Another Kickstarter-backed product, the Think Ink, is a pen equipped with a magnetic chain that serves as a fidget toy. Users can manipulate the chain in various ways, adding another layer of engagement.
A Worthwhile Investment?
Many users of fidget toys, including Gupta and those involved in Kickstarter campaigns, believe these items assist in stress relief and concentration while offering a discreet alternative to traditional fidgeting behaviors.
While the fidget trend seems prominent in the United States, its standing in India is somewhat unclear. Availability on sites such as Amazon and specialized outlets like Trippy Toy Store and Fidget Cube is evident, but inquiries at local toy stores often yield puzzled reactions.
Nevertheless, further exploration among friends uncovered more users. Chennai-based doctor Amulya Rajan purchased Fidget Cubes for her two sons after seeing a video online. “My younger son is seven and has a habit of nail-biting,” she explains. “I thought this might help. Since they’re close in age, I had to get one for each to avoid conflict.”
Though the outcome was mixed, Rajan notes her sons seem to enjoy their cubes and take them everywhere. In Kolkata, college student Jay Bhattacharya has started a collection of spinners, expressing, “They look really cool.” He revealed that he uses his father’s Amazon account for purchasing, having spent over ₹10,000 on four spinners in just three months. Bhattacharya recounted a classroom experience where his professor was not pleased with the distraction.
Bengaluru-based banker Varun Dua shared his experience with a high-end Fidget Spinner purchased during a trip to the U.S. Made of steel with three prongs, Dua finds it easy to use, describing its motion as mesmerizing. “I never leave home without it,” he states. “It provides a distraction while waiting for calls or meetings. While a phone could serve the same purpose, I prefer using this.”
