What is the ‘Bird Box’ challenge? Don’t end up in the hospital because of it, warns Netflix.

The first week of the new year isn’t even over, and already there’s a viral challenge — this one tied to Netflix.

Last year brought the world the Laurel vs. Yanny debate and the “In My Feelings” challenge, but now, the Bird Box challenge has prompted the streaming service to issue a warning to watchers.

“We don’t know how this started, and we appreciate the love, but Boy and Girl have just one wish for 2019 and it is that you not end up in the hospital due to memes,” Netflix tweeted Wednesday.

But — what even is it? If you’re unsure, you’re not alone.

The challenge is based on the newly released trending movie Bird Box about Malorie, played by Sandra Bullock, who must navigate the world along with her two children — Boy and Girl — as a lurking “presence” causes people to kill themselves if seen. Anytime they are outside, Malorie and the children must wear blindfolds to stay safe. Based on the 2014 novel by Josh Malerman, the movie was watched by 45 million accounts in its first week, according to Netflix.

Inspiring its fair share of memes, the challenge encourages watchers to accomplish day-to-day activities while blindfolded. And though most of the activities are rather mundane, Netflix’s Twitter warning may have been inspired by those taking on the challenge while doing riskier activities, like, well, driving.

While it’s not clear if anyone has suffered serious injuries because of the challenge, it wouldn’t be the first internet craze to put some in harm’s way. The “cinnamon challenge” a few years back raised concern while Tide released a public service announcement featuring the Patriots' Rob Gronkowski after the rise of the “Tide Pod challenge.”