NeeDoh is turning an ordinary toy run into an early-morning mission, with shoppers lining up outside Target, Walmart and other major retailers before stores even open.
The colorful “squishy” toy has become one of the hottest items among children, teens and increasingly adults. When stores announce new shipments on social media, customers rush in, and popular varieties often sell out within hours.
For Eunju Lee, 44, of Fullerton, the hunt started before sunrise.
After her daughter told her that “everyone at school has one,” Lee arrived at a Target store at 6 a.m. on Aug. 8 hoping to score a NeeDoh. She succeeded, but demand was so intense that the store limited purchases to one per household.
What Is NeeDoh, and Why Is Everyone Obsessed?
NeeDoh is part of a broader category of tactile toys commonly known as squishies. Filled with a soft, dough-like material, the toys can be squeezed, stretched, twisted and crushed before slowly returning to their original shape.
They come in everything from cubes and fruit to ice cream, cheese and other playful designs.
The craze is hitting specialty toy stores just as hard.
Kip’s Toyland, a well-known Los Angeles toy store, recently received a shipment of ice cream-shaped NeeDoh toys. They disappeared almost immediately.
Andrei Amodia, 40, who has worked at the store for 20 years, said he has never seen anything quite like it.
“We normally order around 300 NeeDoh toys at a time, and when they arrive, they’re completely sold out within two hours,” Amodia said. “The supply isn’t consistent either, so dozens of customers call every day just asking whether we have NeeDoh in stock.”
The demand is also visible online. Two of the top three best-selling products in Amazon’s tactile toy category are NeeDoh products, while the most popular cube-shaped version sells roughly 100,000 units per month.
The Squishy Craze Isn’t Just for Kids
While the trend has exploded among Generation Alpha—generally referring to children born between 2012 and 2024—the appeal of NeeDoh is quickly spreading beyond school playgrounds.
ABC News recently reported that squishy toys have become increasingly popular among young adults and “kidults,” adults who enjoy toys and other products traditionally marketed to children.
Jiyoon Park, 25, said she initially dismissed the product as just another children’s toy. Then she tried one.
“At first, I thought it was simply a toy, but there’s something about the soft texture that makes you keep reaching for it,” Park said. “Especially when I lose focus at work, squeezing it helps me relax and concentrate again.”
Social media has added fuel to the craze.
Videos showing users squeezing and stretching the toys, opening new packages and displaying their collections have generated millions of views across TikTok and Instagram.
One TikTok video describing NeeDoh as “my stress relief therapy” has surpassed 11.69 million views.
Why Squishing Something Can Feel So Good
Experts say there may be a reason people find it difficult to put the toys down.
Dr. Susan Jung, a psychiatrist, said the hands contain a large number of nerves, allowing people to receive a wide range of sensory stimulation simply through touch.
“Repeatedly touching and squeezing a soft object can help reduce anxiety and stress while improving concentration,” Jung said. “It can also provide a self-soothing effect.”
That combination of tactile satisfaction, stress relief and social media buzz has transformed a simple squishy toy into one of the year’s most sought-after items.
And with shoppers showing up before sunrise and stores selling hundreds within hours, the NeeDoh craze doesn’t appear to be losing its squeeze anytime soon.
