The creepy Momo doll - which depicts a woman with long hair, bulging eyes, and a sinister grin - has been used to target young children on social media, and in some cases can encourage them to self-harm, and ultimately to take their own lives.
The people behind the Momo "game" contacts children through communication apps such as WhatsApp and instructs them to do various dares with violent threats if the challenge is not completed, and police are now concerned youngsters could be giving their personal information away in order to please the perpetrators.
In a Facebook post, the Police Service of Northern Ireland said headlines such as "suicide game hits UK" are misleading, as they miss the "bigger issue" of the content being exchanged between those involved.
The post read: "[The headlines are] great for a short-term shock effect, but not great long-term as it somewhat misses the bigger issue.
"Whatever or whoever is behind it, there is no disputing the content being sent is horrendous."
The post then goes on to explain to parents how the "game" works, and said the danger comes with it being difficult for children to say no to the pressure put on them by those in control.
The post continued: "A 'curse contact' sends a number and tells you to contact them on WhatsApp.
"One video of such an interaction in America I've seen, shows an ominous-sounding voice recording being sent to a child telling them to take a knife to their own throat.
"Another threatens family if a 'challenge' is not completed. It's chilling viewing.
"There are numerous variations and of course now imitators."
Police are encouraging parents to use parental controls to help keep their children safe, and explain to them that no-one online can make them do anything they don't want to do.