My nieces and nephew have been singing NeeDoh’s praises for well over a year. Every time I come to visit, they show me their collections and teach me how they care for them (cleaning them in a colander and coating them in baby powder...it’s a whole ordeal). So last holiday season when my niece gifted me one of her most prized possessions—a pink NeeDoh—for Christmas, I was honored but didn’t realize just how big of a deal it was.
I sit with this NeeDoh at my desk every day, squishing it when I really need the creative juices to flow for my next article. (I’m holding it as I type.) While testing for Good Housekeeping’s 2026 Toy Awards, I’ve come to understand that NeeDoh is a particularly hot commodity right now, and it’s sold out everywhere; think the Cabbage Patch craze of the ’80s or the Tickle Me Elmo of the ’90s. They are so popular, people are getting caught up in elaborate NeeDoh scams, and toy stores are putting limits on how many each customer can buy. But what makes them so special in the first place? I dive into the trend and share what you can do if you’re unable to track down a NeeDoh this holiday season.
What is it about NeeDoh?
NeeDoh is a line of squishy sensory toys from Schylling, available in all kinds of shapes and sizes—from gumdrops to fuzzy balls—but the Nice Cube is by far the most popular. It’s a small moldable cube with a firmer squish that’s honestly so satisfying to both squeeze and watch expand back to its original shape. The harder squish is what first set the toy apart from the rest of the squishy pack because most squish toys tend to be softer with a more malleable feel. Plus, NeeDohs start around $5, making them an affordable pick in a world of pricey toys. Then, NeeDoh went viral on social media, and everyone had to have one, sending parents into panic as they flew off the shelves and quickly became impossible to find.
What to buy when they’re all out of stock
Unfortunately, NeeDoh is booming to such an extreme that Schylling has paused sales of the squishy toys on its website, and there are very limited listings online otherwise. Your best bet is to try to find a NeeDoh in person at a toy store or drugstore. But if you don’t feel like waiting in line or bidding for an exorbitantly priced one on eBay, there are plenty of other squishy toys out there for kids to squeeze.
During testing for Toy Awards, kid testers were particularly excited about the Emotional Support Pals Squishy Nugget. Like NeeDoh, it has a firmer squish. They feel pretty comparable to me, but this one is a tad harder. During our in-person toy testing day, kid testers took turns carrying the little chicken nugget around, squeezing it in between playtime. They loved the nugget shape and thought it was particularly silly that it came in its own little dipping cup for safekeeping.
Another hit in the sensory category was the Better Butter Thinking Putty from Crazy Aaron’s. It’s not your traditional squishy toy, but it’s lots of fun to squeeze, twist, and splat. The best part: It literally smells like sweet butter, just like you could spread it on some toast.
Kid testers loved to use this as a fidget while they watched TV or sat at home. One parent shared, “[My daughter] is usually picky about textures and doesn't love slime, but she really, really loves this and takes it with her everywhere.”
So, for the squishy collectors out there, keep an eye on the toy store Instagram feeds for NeeDoh—but consider the wealth of alternatives in the meantime.
Other Sensory Toys to Consider
