NBC News featured Dr. Eyal Simchi, an Orthodox Jewish pediatric dentist from Elmwood Park, NJ who uses magic tricks to put his young patients at ease.

Dr. Simchi has gone viral in recent weeks, with videos of his tricks, originally posted to the Riverfront Pediatric Dentistry social media pages, shared and viewed tens of millions of times.

My favorite (and first ) magic trick 😃. Magic tricks are a pretty easy way to break the ice even for 2 year olds. #riverfrontpediatricdentistry #doingdentistrydifferently #magic #happypatient

A post shared by Dr Eyal Simchi (201) 880 8130 (@riverfrontpediatricdentistry) on May 16, 2018 at 7:35pm PDT