NeeDohs, the colorful squishy sensory toys that have been a staple for years, are suddenly selling out online and disappearing from store shelves across Canada as fans snap them up faster than retailers can restock.
What Are NeeDohs?
Manufactured by American toy company Schylling, NeeDohs are palm-sized squishy fidget toys made with a rubber-like shell and filled with a non-toxic, dough-like compound. Marketed as stress-relief tools, they are designed to be squeezed, stretched, smushed, and squished, always returning to their original shape. The original NeeDoh is the Groovy Glob, a bright-colored stress ball, but the company has since expanded the line to include various shapes, sizes, and colors.
Why Are They So Hard to Find?
Vancouver toy store Kaboodles experienced the frenzy firsthand. Manager Alan Tom reported that a recent drop lasted only a couple of hours. “We had people lining up,” Tom said. The store sold out quickly, but the calls keep coming. “I get so many calls. I had six calls in half-an-hour and at least 20 calls already so far today,” he added.
Lisa Orman, president of KidStuff PR, noted that squishies were hot commodities at U.S. toy fairs in January and February, with NeeDohs being the most popular. “It just became one of those frenzies where people are on the hunt for it, can’t get enough of it, and would buy multiples of it,” Orman said.
The TikTok Effect
Djewan Hashem, assistant manager at Granville Island Toy Company in Vancouver, attributes the surge to social media. “TikTok happened,” she said. Countless videos show users going on NeeDoh “hunts,” showing off hauls, or attempting challenges like freezing, heating, or cutting the toys open. The store fields dozens of calls daily about NeeDohs. When a shipment of a couple hundred arrived two months ago, lineups stretched out the door. The store limited purchases to five per person, stretching supply to last two days. “It’s the first time we put a limit on something,” Hashem said. “But we wanted all the kids who are waiting to get a chance to get at least one.”
The Appeal Beyond the Squish
The tactile satisfaction is a major draw, but NeeDohs also serve as sensory and fidget tools. Therapists use them for children with autism, and others buy them to manage stress, improve focus, or self-soothe. Orman also noted a segment of buyers who purchase them for TikTok content, aiming to rack up views and resell them for profit.
