It’s gooey! It’s stretchy! It’s sandy! It’s Kinetic Sand!

Today is your chance to celebrate the squeezable, sandy substance with the first-ever Global Kinetic Sand Day.

Spin Master is collaborating with Hilaria Baldwin, co-host of the “Mom Brain” podcast, for a social media takeover to commemorate the occasion. Head to the @KineticSand Instagram account today to watch Baldwin and her kids get creative with Kinetic Sand and grab some of your own to mold it, slice it, and squish it yourself. Spin Master and Baldwin are encouraging families to share their own sandy adventures on social media using the hashtag #KineticSandDay.

Related: CreateOn Delivers Magna-Tiles All the Way From Sesame Street

This fall, Spin Master is launching two new Kinetic Sand sets: the Kinetic Sand Sandwhirlz Playset and the Kinetic Kalm Zen Box. The Kinetic Sand Sandwhirlz Playset is inspired by the drop-and-squish play pattern on social media. Priced at $19.99, the set features a built-in play area, more than 10 tools, and 2 pounds of Kinetic Sand (red, yellow, and blue) that kids can use to customize creations and reveal surprise sand explosions.

The Kinetic Kalm Zen Box is the first Kinetic Sand kit specifically designed for adults. Priced at $29.99, it features 2 pounds of sand and three tools that adults can use to create a soothing and mesmerizing sensory experience in a modern, tabletop tray.