Tech · 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
- Bright, squishy toys like NeeDoh are fueling a viral craze — and proving hard to find in stores
- 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
Summary
Bright, squishy toys like NeeDoh are fueling a viral craze — and proving hard to find in stores. 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.