whatchamacallit

Whatchamacallit is an informal noun in American English used as a placeholder for a thing whose name is unknown, forgotten, or intentionally not stated. It functions much like other placeholder terms such as thingamajig or doohickey and is commonly used in casual speech when the speaker cannot recall the exact designation or considers the term unnecessary for the moment. The expression can refer to objects, devices, or occasionally people in a playful or lighthearted way.

Etymology and variants are uncertain, but the form is generally understood as a contraction or blending of the phrase “what you may call it.” Numerous spellings exist, including watchamacallit, what-cha-ma-call-it, and whatsthatname, reflecting casual pronunciation and regional variation. The term has been documented in American English since at least the late 19th or early 20th century and remains widely recognizable.

Usage and nuances vary slightly. Whatchamacallit is most common when the object’s proper name is obscure or unnecessary in the moment. It can carry a humorous or affectionate tone, especially when used about familiar items. In formal writing, more precise terminology is preferred, but the word often appears in dialogue, informal prose, or humor.

In popular culture, whatchamacallit has entered advertising and media as a playful label. There is also a Hershey’s candy bar named Whatchamacallit, introduced in the 1970s, whose brand name evokes the same casual, tongue-in-cheek sense of an unspecified or missing item.

See also: thingamajig, thingamabob, doohickey, gadget, placeholder name.