I think the title of this particular item is a little misleading, but I guess it's better than calling it a vibrating toy.
I got this massager for my young son who suffers from frequent anxiety attacks. He loves cats and I thought he could hold it and snuggle it and let the vibrations soothe him. He absolutely loves this cat. He snuggles with it before bedtime and lets the movements calm him instead of asking me about all the thousands of things that worry him.
The cat is soft, very much like a regular stuffed animal. The vibrations are firm, but not too rough for a small child. The downside is that it is a bit on the loud side. I can hear it from the other room, but it's like a humming sound so it isn't annoying. The battery case is a pain in the butt to open up, but I don't really count that as a bad thing. It means that he can't get into it in the middle of the night. It is about 8 inches long, so it is definitely not a small item. The eyes are not loosely set into the cat, so no worries about him chewing them off and swallowing them. The whiskers are merely a heavy yarn, so I do expect those to either fall off or be chewed off. They aren't long so I wouldn't assume it to be a choking hazard.
All in all, this is definitely a soothing toy. It doesn't vibrate hard enough to really break up a knot or something, but it is nice to feel against the body.