NeeDoh Squishies Become Surprise Hit, Causing Supply Shortages

Schylling CEO says viral demand for the sensory toys was 'not intentional'

Apr. 3, 2026 at 4:55pm

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A high-end, photorealistic studio still-life photograph featuring a collection of colorful, rubbery NeeDoh squishies in various shapes and textures, arranged elegantly on a clean, monochromatic background to represent the abstract concept of an unexpected toy trend.A premium collection of the viral NeeDoh squishies, the surprise hit toy that has Schylling struggling to keep up with demand.Scottsdale Today

NeeDoh squishies, a line of colorful rubbery balls and cubes made by Massachusetts toy company Schylling, have unexpectedly gone viral, causing high demand and supply shortages. Schylling's CEO says sales have skyrocketed, outpacing their ability to replenish inventory, turning NeeDoh into the company's best-selling product ever.

Why it matters

The sudden popularity of NeeDoh squishies mirrors past viral toy crazes like Labubu and Funko Pops, highlighting the unpredictable nature of trends in the toy industry. While a hit product can be a boon, it also presents challenges in meeting surging demand, preventing resale price gouging, and avoiding over-reliance on a single product line.

The details

Schylling, a 52-year-old toy company known for vintage and classic toys, launched NeeDoh in 2017 as part of the growing fidget toy and ASMR trend. The company says NeeDoh sales have been steadily rising, but exploded this past holiday season when an advent calendar-style multi-pack went viral on social media. Schylling's CEO estimates the recent surge is about six times last year's growth, making NeeDoh the company's best-selling product of all time.

  • In the first nine weeks of 2026, Schylling sold through its entire year's inventory of NeeDoh products.
  • In February 2026, NeeDoh production was temporarily halted when factories in China, which manufacture the toys, shut down for the Lunar New Year holiday.
  • Schylling hopes to fully meet demand for NeeDoh by the summer of 2026.

The players

Schylling

A Massachusetts-based toy company that specializes in vintage and classic toys, as well as more modern products. Schylling launched the NeeDoh line of sensory toys in 2017.

Paul Weingard

The CEO of Schylling, the maker of NeeDoh squishies.

Courtney Sullivan

A lawyer in Scottsdale, Arizona who was tasked with finding NeeDoh squishies for her nieces in Texas after they sold out everywhere.

Miguel Montano

A youth pastor in San Antonio who bought NeeDoh squishies for himself at a markup from a reseller, despite seeing them as just another passing fad.

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What they’re saying

“Literally, within the first nine weeks of the year, we'd sold through the whole year's inventory. No company can plan for that. It's been fantastic, overwhelming demand that just well outstrips our ability to replenish.”

— Paul Weingard, CEO, Schylling

“My older high school students talk about them, but it's the freshman middle schoolers who are obsessed with them. It's just another fad — Labubu, Funko Pops, whatever is in. There's an almost mindless gravitation to it.”

— Miguel Montano, Youth Pastor

What’s next

Schylling is ramping up NeeDoh production as much as possible to try to fully meet the surging demand by the summer of 2026.

The takeaway

The unexpected viral success of NeeDoh squishies highlights the unpredictable nature of toy trends and the challenges companies face in quickly scaling up production to meet sudden spikes in demand. Schylling's experience shows how a hit product can become both a blessing and a burden for a toy maker.