The gummy toys made by Massachusetts-based Schylling, NeeDoh squishies, have unexpectedly gone viral on social media.
Sales of squishies have skyrocketed, leaving stores empty and retailers charging triple the price.
CEO Paul Weingard reported that the company sold through the entire year’s inventory within the first nine weeks of 2026.
While talking to Business Insidersaid Weingard, “Literally within the first nine weeks of the year, we had sold through the entire 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 package took off on TikTok and elsewhere online.
Schilling claims NeeDoh is its best-selling product for 52 years.
The toy is priced between $6 and $10, but due to supply chain shortages, retailers at Walmart 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. However, 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.
In addition, there is no BPA, phthalates or latex. It also complies with US toy safety standards. These standards make it safe for children.
However, for extra caution, parents are advised not to give squishies to children under the age of 3, as they pose a choking hazard. The company recommends the toy for ages 5 and up.
