This fidget toy has become one of the most popular items online.
By Samantha Mangino on April 9, 2026
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One of the flagship NeeDoh products is the Nice Cube, currently sold out. Credit: Samantha Mangino / Mashable
NeeDoh toys first gained my attention in 2024 when my wife, a teacher, stocked her classroom with fidget toys to keep high schoolers focused and off their phones. We bought a couple of NeeDoh Nice Cubes for our home too, which quickly became popular among our friends due to their appealing, pliable feel. I was shocked when the fidget toy that sat on our coffee table for two years suddenly became viral, causing a frenzy among children and parents nationwide.
What is NeeDoh?
NeeDoh, made by Schylling, a toy company in North Andover, Massachusetts, is a line of squishy, colorful toys designed to provide a satisfying sensory experience. They are akin to the “Flubber” of fidget toys—squeezable and stretchy, available in various shapes. The Nice Cube, for instance, is a cube made from stretchy material that can be squeezed and pulled as desired. Exciting variations of NeeDoh resemble cats, gumdrops, or balls covered in rubber fringe. But why are these toys at the center of internet hysteria?
NeeDohs are selling out rapidly. The demand outweighs supply, with retailers running out of stock within an hour of reopening. This has led to a “NeeDoh hunting” craze on social media, with videos on TikTok and Instagram showing people lining up as NeeDoh retailers open to secure the products. The craze resembles the heyday of Black Friday, with patrons storming doors for deals. Now, they are after restocks of these squishy fidget toys.
The usual internet-based virality has created a NeeDoh shortage. Much like we’ve seen with Stanley cups and Labubus, NeeDoh toys have captured the internet’s attention next. While no single video has completely sparked the craze, there’s been a rampant buildup. Schylling’s CEO, Paul Weingard, told Business Insider that the company sold a year’s worth of NeeDoh stock in just nine weeks.
Where to buy NeeDoh toys
On Schylling’s website, you’ll see a message stating that due to high demand, new orders are paused. It suggests checking local toy and gift stores. Some retailers have refused to stock NeeDoh until the craze dies down due to rude behavior from customers seeking them. With official NeeDohs widely unavailable, resellers and knock-offs are taking advantage of the demand. NeeDoh warns that purchases from platforms like Temu, Alibaba/AliExpress, or eBay are not official products. The original toys are quite affordable, with prices starting at $1.79. The NeeDoh Nice Cube is listed for $5.99 on Schylling’s website, yet listings on TikTok Shop are $13.98 or more.
As with any product craze, the NeeDoh hype is temporarily until the next trend arrives. A representative for Schylling could not be reached for comment.