Is NeeDoh the new Labubu? Why people are obsessed with the viral squishies and why the company is being sued

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Earlier this summer, I noticed my social feeds were filled with people proclaiming their love for a very specific fidget toy called NeeDoh — with some saying they were simply a fun item to collect and others talking about how they used them for stress relief .

The popular squishies are palm-sized and filled with a dough-like substance that allows you to stretch, pull and squeeze them before they return to their original shape. They come in all different shapes — including ice cream cones, pizza slices, gum drops and ice cubes.

The caveat is that you can’t get them just anywhere. This made me wonder how they got so popular in the first place. To learn more about why NeeDohs have reached peak viral status, I spoke with experts about what’s driving this trend. I also I found other squishies that are in stock and have similar qualities to NeeDohs, and provide information about a class action lawsuit against Schylling, the brand that makes NeeDohs, citing an undisclosed safety risk that the toys pose when heated.

Why are NeeDoh squishies so popular?

Intrigued by the toys when I first learned about them, I hopped in my car and headed to Target to see if I could pick one up. A store clerk quickly let me know that was wishful thinking because these squishies sell out immediately — customers call to find out when new shipments are coming and line up outside before the store even opens. “When something is hard to get, people want it more,” says Dr. Jenny Guo , an assistant professor of marketing at Binghamton University, State University of New York. “The fear of missing out is actually more powerful than the desire for the product itself.”

Sure, NeeDohs are fun to squeeze, but there are tons of other squishies that can do the same. So what makes this particular brand so popular? “The real driver is a perfect storm: People kept posting videos of them online, demand built slowly, and then scarcity kicked in,” says Guo. “Once things got hard to find, everyone wanted them. That’s a pattern we see again and again in consumer behavior.”

As for how they got so popular, there wasn’t just one event that skyrocketed them to virality. “NeeDohs are a great example of what is called ‘slow-burn’ virality — there was no single explosive post,” says Guo. “Instead, many small creators independently posted squeeze videos over months, each building their own loyal audience. That slow accumulation of exposure across millions of followers eventually crossed a tipping point where mainstream consumers suddenly felt like everyone had one.”

There’s a mental health benefit to NeeDoh squishies

Part of NeeDoh’s popularity may also be the fact that they can be used similarly to a stress ball. “When the world feels overwhelming, people reach for something tangible,” says Guo. “For adults, they remind people of stress balls and silly putty from childhood.”

What’s more, the actual motion of kneading a NeeDoh may have a soothing effect. “The popularity for these specific types of toys, I think, has to do with the way they tap into something satisfying that helps us feel calm,” says Jenny Maenpaa, a licensed clinical social worker and the founder of the New York City Psychotherapy Collective . “They give us a way to self-soothe that feels pleasant — and it is usually pretty affordable.”

Often, those with anxiety spend a lot of time worrying about the future or ruminating on past concerns. “Items like NeeDohs can pull us out of that, give us a way to feel grounded and bring our attention back to our bodies and the present moment,” says Maenpaa. “The squeezing, stretching, or rolling sensations provide an anchor; something predictable and controllable for our brains to focus on.”

Where can you buy NeeDoh?

If you want to get your hands on a NeeDoh squishy, it may take some time and energy. Most stores have a hard time keeping them in stock and they often sell out as soon as they hit shelves.

Some of the most common stores that sell NeeDohs include Target , Walmart and Five Below . Amazon also has them, but stock is inconsitent. Other, more surprising, spots that carry them in include Barnes and Noble , DSW and The Paper Store . You can also find a list of authorized independent dealers on the toy maker’s site.

Why is the maker of NeeDoh being sued?

The case of Mendoza vs. Schylling, Inc. is a class action lawsuit against the maker of NeeDoh squishes. The plaintiff claims that “numerous reported incidents involving heated NeeDoh products have resulted in children suffering second- and third-degree burns, hospitalization, permanent scarring, and other serious injuries.” It claims that heat exposure may cause NeeDoh squishies to explode or rupture, causing hot filling to discharge and cause severe burns to the skin, and that despite the known danger, Schylling did not warn consumers of the risk. The suit also claims that the inside of the toys can be hot without the outer shell feeling warm to the touch, which can still result in the toy exploding and causing harm. There are several incidences of injury reported with the Consumer Product Safety Commission (CPSC) for NeeDoh squishes.

So what can you do to avoid the risk of burns if you own NeeDohs? For one, Schylling warns to never heat, freeze of microwave your NeeDoh squishies because it may cause personal injury, no matter what trends you see on social media. Do not leave them exposed to radiators, vents, stoves, heating pads or other sources of heat. If your NeeDoh squishie tears or leaks, throw it away. Never bite into the squishie toy or attempt to pierce it with your teeth or hands. And according to HealthyChildren , a parenting site powered by the American Academy of Pediatrics , it’s important to follow the age guidelines on the toy to avoid improper use or mishandling of it.

Have NeeDoh squishies been recalled?

At the time of this update, NeeDoh toys are not on the CPSC list of recalled toys.

Other squishies available right now

Below, I rounded up squishies available on Amazon that have at least a four-star average rating from hundreds of reviews. They aren’t NeeDohs, but they’re nontoxic, according to the brands, aren’t filled with any gel or liquid and loved by shoppers.

Alpi Potato Foam Squishy

Squishies shaped like food is a trend on TikTok; you can find people squeezing strawberries, butter sticks, pickles and more. This potato-shaped squishy is the size of a real potato. It is soft to the touch and made from a dense foam that springs back to its original shape quickly.

Kiibru Squishy Colossal Bread

The largest squishy on this list, this option looks like a loaf of bread and is nearly the same size as one. It’s made from a dense foam that slowly returns to its original shape. This squishy toy has a mint scent reviewers say they find pleasant and appealing.

Puffwize Axolotl Squishy

This cute squishy feels the closest to a NeeDoh than anything on this list but isn’t filled with any sort of gel. It is just under 4 inches tall and the thermoplastic rubber it’s made from has glitter on it for a fun, pretty look. You can get the Axolotl in green, pink , yellow , blue , purple or orange .

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At NBC Selected, we work with experts with specialized knowledge and authority based on relevant training and experience. We also ensure all expert advice and recommendations are made independently and without undisclosed financial conflicts of interest.

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I am a commerce editor at NBC Selected and a journalist who regularly covers beauty, trends and lifestyle. I’ve also recently reported on trends like Labubu collaborations , beef tallow as moisturizer and Nerds Gummy Clusters . For this story, I interviewed trend experts.

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