"It's the fasted spreading fad that anybody's seen in terms of toys,," owner Lisa Hodes said.
And tweens are going crazy over Silly Bandz.
They're multicolored bracelets in all different shapes and colors, and they've captivated thousands of kids like brothers Johnnie and Frankie, who came with their mom after school.
"I love how they're different colors and different shapes, and I like how they're called silly," said one of the brothers.
With kids spending every waking moment wearing, trading and desperately coveting the bracelets, more and more educators say they're becoming a distraction in the classroom.
Across Long Island, school districts are having to set policies regarding Silly Bandz with some schools, banning them altogether.
At Huntington's Finley Middle School, Principal John Amato is toughing it out for now.
"In my 20 years, yo-yos, things like that, typical fads, they come and they go," he said. "And we're expecting this one to go very quickly."
The cost of the bands are $3 a pack, and business owners are hoping the fad doesn't fade any time soon.