The prank was apparently started by a MI dad last week, who dubbed his dairy-tossing moment "getting cheesed".
Other parents started recording videos of them "cheesing" their babies and other family members. Now, the challenge is facing backlash on social media. "He wasn't happy after this one".
Some seemed to find the videos hilarious.
Parents doing things to their children is a huge sub-genre in the world of online pranking videos and we may be living through one of the most freakish pranking trends yet.
One twitter user asked "If you think it's amusing to toss cheese on a toddler, should you even have kids?" Some say it's bullying while others say it's harmless.
But the trend took off and unsuspecting babies and animals across the world are being "cheesed", proving once again that some people should not be in charge of taking care of anyone apart from themselves.