B..
Ugh. I understand. For mine it was playing with my hair. I have seen other behaviors with other little kids. Little obsessions. It will probably calm down soon.
Have you ever read The Five Love Languages? I believe my youngest's love language is physical touch. Probably your child's language.
Or he is sensory seeking. Or both.
I suggest you haven't found your child the right lovey yet. If he is not crazy about it in the store, find something else.
my son loved anything especially soft, or silky or satin or had fringe. If you tried a satin pillow, I think you might be able to switch him.especially if you slept on it for a while. Sounds like a puppy!
Keep trying!