The rubber toy made by Massachusetts-based Schylling, NeeDoh squishies, has unexpectedly gone viral on social media.
Sales of squishies have soared, leaving stores empty and resellers charging triple the price.
CEO Paul Weingard reported that the company sold its entire year’s inventory in the first nine weeks of 2026.
By speaking to Business InsiderWeingard said, “In the first nine weeks of the year, we sold all of the year’s inventory. No company can plan for that.”
NeeDoh was introduced by Schylling in 2017, but demand skyrocketed this holiday season after the Advent calendar-style pack took off on TikTok and elsewhere online.
Schylling says NeeDoh has been its best-selling product for 52 years.
The toy is priced between $6 and $10, but due to supply chain shortages, Walmart retailers are selling it for $200.
Where to buy NeeDoh?
The toy is available on Schylling’s official website, the company’s Amazon store, Walmart, and Target. But due to the closure of factories in China during the Lunar New Year in February, the company is facing a significant shortage.
Is NeeDoh safe for children?
According to the manufacturers, NeeDosh squishies are made from non-toxic thermoplastic rubber.
Plus, there are no BPA, phthalates or latex. It also complies with American toy safety standards. These standards make it safe for children.
However, as a precaution, parents are advised not to give squishies to children under 3 years old as they pose a choking hazard. The company recommends the toy for ages 5 and up.
