NeeDoh craze draws children back to local toy aisles.
A surge in demand for the soft “NeeDoh” squishy toys has led to chaotic scenes at small toy retailers across the United States. In Northbrook, Illinois, Parkway Presents reported that about 200 people were outside the store on the morning of a product drop, with several customers allegedly cutting lines, threatening one another, and calling police. The Northbrook Police Department received a dispatch from the business owner but announced no charges would be filed. Following the incident, the shop changed its release strategy to post items on social media only after they were already on shelves, a move that the owner said reduced crowding and confrontations.
The company that makes NeeDoh, Schylling Inc., said it sold its entire 2025 yearly inventory within the first nine weeks of the year. Factory shutdowns during the Lunar New Year in China compounded supply constraints, prompting the manufacturer to accelerate production with a goal of meeting demand by the summer. Company leadership described the product’s popularity as “overwhelming.”
Other small retailers, such as Retro Emporium in Kent, Washington, have temporarily dropped NeeDoh merchandise after experiencing heavy foot traffic, theft, and customer disputes. The toys, typically priced under $15, have attracted buyers ranging from children to adults who use them as stress‑relief fidget items.