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Just over five years ago, Dr. Becky Kennedy did not have an Instagram account. The married mother of three was a practicing psychologist in Manhattan who counseled families in person. But as the COVID pandemic trapped parents at home with restless kids, she launched herself on Instagram, taking to the masses what would become her signature parenting concepts: modeling emotional regulation, setting boundaries, and recognizing so-called “deeply feeling” kids who are, in her words, “more porous to the world.” A few months later, she started a company, Good Inside—a nod to her belief that all children are good inside.
Roud then ventures a theory of his own: the custom, he argues, probably developed from a children’s game called Tig-touch-wood that was popular in early 19th century England.