Amazon · Axios
Why it matters: The surge shows how viral, low-cost toys can quickly turn into must-have items
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Retailers are leaning into fast-moving, trend-driven toys to attract younger shoppers.
Key facts
- NeeDoh sales are up more than 3x this year, Schylling president Paul Weingard tells Axios, and the company sold through six months of inventory in six weeks
- NeeDoh, launched in 2017, has become a breakout Easter hit
- Easter baskets are getting a squishy upgrade this year, as parents hunt for toys like NeeDoh and glittery "dumplings", among this season's hottest items
- The surge shows how viral, low-cost toys can quickly turn into must-have items, driving sellouts and resale markups
Summary
Easter baskets are getting a squishy upgrade this year, as parents hunt for toys like NeeDoh and glittery "dumplings", among this season's hottest items. The surge shows how viral, low-cost toys can quickly turn into must-have items, driving sellouts and resale markups. The squeezable sensory toys are used for stress relief and focus, driving demand across kids and adults. Five Below is riding viral hits like squishy dumplings, helping fuel a recent earnings beat and 24% revenue growth.