The NeeDoh, a simple yet captivating sensory toy described by its American manufacturer as a 'groovy glob', has become the latest must-have item for British schoolchildren. Following the popularity of Labubu dolls, Jellycat soft toys, and Air-up water bottles, the NeeDoh has flooded classrooms across both primary and secondary schools, according to teachers.
What is NeeDoh?
Gaining traction on social media, especially TikTok, the NeeDoh Original is marketed as a 'stress ball fidget toy' roughly the size of a tennis ball. However, it is the 'Nice Cube' and 'Dream Drop' versions that have particularly captivated young Britons. These cubes come in a vibrant array of swirling colours, packaged in eye-catching black and neon designs. They can be pulled, stretched, and squeezed in any direction but always return to their original shape.
Why is it so popular?
Toy experts attribute its success to the ongoing fascination with ASMR (Autonomous Sensory Meridian Response) toys, which provide soothing tactile sensations. Crucially, the pliable cubes are often permitted in schools because they double as sensory aids that help pupils manage anxiety.
The NeeDoh, made by Boston-based Schylling, has soared in popularity in the UK after similar viral success in the US. Retailers have sold out so quickly that the brightly coloured stress relievers, retailing at around £6, have skyrocketed in price on resale platforms like eBay and Vinted. On Vinted, brand new boxed NeeDohs are selling for approximately £28, nearly four times their original value, with one 'Nice Cream Cone' listed for £50 this week.
Authenticity warnings
In response to a rise in imitation products, Schylling has warned parents that 'bricks-and-mortar' stores are the safest bet to guarantee authenticity and safety, advising against buying 'fraud' products from platforms like Temu, Alibaba/AliExpress, or eBay.
On UK high streets, the NeeDoh is sold at major retailers including Smyths, Hamleys, and Waterstones, though none currently have stock. A Waterstones worker in London told the Daily Mail: 'We will get more in because they're so popular, but they sell out very quickly.' Online toy store My Small World, which sells over 30 NeeDoh products, also has none in stock. Smyths lists all NeeDoh products as 'out of stock' but expects more deliveries.
Merseyside grandmother Jane Hastings, who runs the popular toy shop Toys, Toys, Toys near Liverpool, said earlier this year that the NeeDoh had become one of her biggest sellers. However, recent posts indicate the store is now largely sold out.
Expert insights
UK toy expert Peter Jenkins explains that Schylling is capitalising on making a more polished version of popular ASMR toys that gained traction during the pandemic. 'ASMR videos became big because they were highly watchable. Slime, dough, and ASMR compounds picked up popularity when we were at home making stuff. Manufacturers saw how popular it was.'
Jenkins notes that NeeDoh stands out for its quality. 'It looks curated, with thought put into the packaging and name. People saw why it was more expensive, and it became more prolific. Retailers didn't expect it to explode as quickly as it has. It's a more grown-up version, not as childish as sticking your finger in a jar of slime.'
Perhaps most surprising is that Schylling likely didn't anticipate such huge success, hence the stock shortages. Jenkins adds: 'When kids take things viral, it has nothing to do with so-called toy experts. It happens organically, which is brilliant.'
