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NeeDoh toys first came to my attention in 2024 when my wife, a teacher, was stocking their classroom with fidget toys to keep high schoolers focused and off their phones. We bought a couple of NeeDoh Nice Cubes for our house too, which quickly became coveted fidgets among our friends for their pleasing, pliable feel. So imagine my surprise when the fidget toy that's been a mainstay on our coffee table for two years has suddenly gone viral, causing chaos among children and parents across the country.

What is NeeDoh?

NeeDoh, made by Schylling, a toy company based out of North Andover, Massachusetts, is a line of squishy, brightly colored toys meant to provide a satisfying, sensory experience. They're sort of like the Flubber of fidget toys — squeezable and stretchy, coming in a variety of shapes. One of the flagship products, the Nice Cube, is just that, a cube made out of stretchy material that can be squeezed and pulled to the heart's desire. But more exciting NeeDohs look like cats, gumdrops, or balls covered in a rubber fringe. So why are these innocent toys at the center of internet hysteria?

Why are NeeDoh toys so popular?

NeeDohs are selling out. The demand is outweighing the supply, with retailers selling out of restocks within an hour of opening. This has prompted a craze of "NeeDoh hunting" to take off across social media. Videos on TikTok and Instagram show people lining up right as NeeDoh retailers open to secure the products. The videos are reminiscent of the heyday of Black Friday, where patrons would storm through doors to find deals. Now, they're hunting for restocks of squishy fidget toys.

Per usual, internet-based virality has set off the NeeDoh shortage. Like we've previously seen with Stanley cups and Labubus, NeeDoh toys seem to be the next thing to capture the internet's attention. While there hasn't been one specific video to set off the craze, it's been a rampant buildup. As told to Business Insider, Paul Weingard, CEO of Schylling, said that the company sold a year's worth of NeeDoh stock within the first nine weeks of the year.

Where to buy NeeDoh toys

If you visit Schylling's website, you'll be greeted with a pop-up that reads, "Demand for NeeDoh and our other products is exceptionally high right now, so we’re taking a short pause on new orders. In the meantime, you can find our products at your favorite local toy and gift store." So, your best bet is to visit a toy store near you in person.

Some retailers are even refusing to stock NeeDoh until the fad dies down, citing rude and disrespectful behavior from customers seeking NeeDohs.

With NeeDohs widely unavailable, resellers and knock-offs are feeding off of the demand. Needoh has even put out an official statement regarding counterfeit products, stating: "If you're purchasing from platforms like Temu, Alibaba/AliExpress, or eBay, these are NOT official NeeDoh products." The original NeeDoh toys are generally very affordable, with the cheapest iteration just $1.79. On Schylling's website, the NeeDoh Nice Cube is listed for just $5.99. Yet listings on the TikTok Shop are priced at $13.98 or more.

Like with any product craze, the NeeDoh hype is certainly temporary until the next Labubu or Stanley tumbler comes around to capture consumers' attention and wallets.