The rubber toy made by Massachusetts-based Schylling, NeeDoh squishies, has unexpectedly gone viral on social media.
Sales of squishies have skyrocketed, leaving stores empty and resellers charging triple the price.
CEO Paul Weingard reported that the company sold out of its entire year’s inventory within the first nine weeks of 2026.
while talking to Insider business informationWeingard said, “Literally, in the first nine weeks of the year, we had sold out 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 packaging took off on TikTok and other places online.
Schylling says NeeDoh is its best-selling product in 52 years.
The toy is priced between $6 and $10, but due to supply chain shortages, Walmart resellers 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 factory closures in China during the Lunar New Year in February, the company is facing significant shortages.
Is NeeDoh safe for children?
According to the manufacturers, NeeDosh squishies are made from non-toxic thermoplastic rubber.
Plus, it’s BPA, phthalate and latex free. It also meets US toy safety standards. These standards make it safe for children.
However, as an added precaution, parents are advised not to give soft toys to children under 3 years of age as they pose a choking risk. The company recommends the toy for ages 5 and up.
