Meet the hot toy on the block: Massachusetts-based Schylling’s squishy, glob-like sensory toy NeeDoh, which is drawing licensing interest after becoming the latest viral toy sensation. 

It’s a toy company’s dream when a product goes viral—when it explodes on social media and even mainstream consumer news picks up the thread. And there have been multiple reports in the past week, including from the likes of Mashable, USA Today and TODAY, highlighting how these squeezable collectibles are selling out everywhere. 

Behind the headlines is a company that’s been making toys for 50 years, and is aiming to capitalize on a big moment.  

“We’re experiencing dramatic sales growth across the US, Canada and many international markets,” says Paul Weingard, president of Schylling. It’s impossible to predict this sort of viral success, he says, and this surge in interest has led to supply shortages. “Many retailers have lines waiting when new shipments arrive and are selling out within hours of receiving.” 

Weingard wants the industry to know that this product is open to partnerships—and in fact, the company has already seen a surge of interest for inbound and outbound licensing deals, he says. 

In the meantime, it’s been hard to keep up with demand, but the company is aiming to correct that. “To give you a sense of scale, NeeDoh order volume increased approximately 10x in Q1 alone,” Weingard said. “We shipped what would typically be six months of inventory in under three months. We are actively increasing production capacity, and we expect availability to improve, with shortages easing by June or July.” 

The reality is that in plenty of cases like this, the toy companies experiencing this sort of viral success have been building the product for a decade or more. (Just look at Labubus, which came out in 2015.) Weingard puts it in terms that are certain to resonate with the toy industry: “What looks like an overnight sensation is actually nearly a decade of steady momentum and fan-building.”

NeeDoh started out as a squishy ball called Groovy Glob back in 2017, and it’s now a brand that spans multiple colors and more than 50 styles, including squishy balls and even an Advent calendar packed with different items. Buzz for NeeDoh picked up on social media near the end of 2025, and in 2026 its popularity exploded. The product has a lot going for it, including an appeal that spans from kids to grandparents in part because it’s so simple—no batteries or instructions; it’s just a simple, screen-free way to destress.

It’s also getting a boost from the already ongoing popularity of sensory toys, Weingard says. Products in this category are finding new success because they’re increasingly being adopted by parents and schools as a way for kids to destress, focus and be more mindful amid a rising interest in supporting kids’ mental health. 

Digital marketplace Whatnot, with more than 20 million users, is seeing a big spike in searches for NeeDoh in Q1, according to a spokesperson. The platform, where users livestream products and host live auctions, has seen a 190x increase in sales for the brand. As of last week, NeeDoh is now the number-one search term on the platform. 

In fact, the popularity of NeeDoh has driven interest and sales for the entire slime and squishy-toys category on Whatnot. It’s a common occurrence when there’s a sudden shortage for a viral product. (It’s impossible to forget all the DIY KPop Demon Hunters Halloween costumes and merch last year). And there’s already a hunt on for alternatives to NeeDoh. 

But nothing beats the real thing, says Weingard. “NeeDoh has seen consistent double-digit growth year over year since launch,” he says. “[It’s] pure tactile joy. From squish to stretch to slow return, NeeDoh offers a satisfying sensory experience that keeps people coming back.”

Images courtesy of Schylling.