The NeeDoh, a small squishy fidget toy, has become the latest viral sensation, flying off shelves in Perth and fetching inflated prices online. The toy, designed to relieve stress and enhance focus, has surged in popularity after trending on TikTok, leading to shortages across the United States, the United Kingdom, and now Australia.
Retailers Struggle to Keep Up
Perth retailers are unable to meet the soaring demand. At Olivia & Grace Giftware in Mt Lawley, owner Matt Donkin has ordered over 12,000 units with a retail value of nearly $140,000. Shipments are expected between May and September, with pre-sales already selling out. Mr Donkin noted that demand skyrocketed in late February after a viral video by former Perth influencer Miss Charli. “We saw the writing on the wall and placed a much larger order than usual. Previously we ordered in units of 24 or 48, now we are ordering tens of thousands,” he said.
The Playroom in Osborne Park is also sold out, with more stock due in June. A spokeswoman described the demand as “crazy,” adding: “Every child between the ages of six and 16 is after them. It’s been ridiculous.”
Manufacturer Reports Explosive Growth
The toys are manufactured by US company Schylling. President Paul Weingard told the New York Times that social media virality and new product lines have driven sales growth six times higher than last year, with 2025 sales doubling those from 2024. “It’s just a wild scenario. We get products out on the shelf and they’re gone in an hour,” he said.
School Bans Amid Popularity
While NeeDohs are popular with therapy providers for children who struggle with focus, their growing presence has led to bans in at least two Perth high schools, including Churchlands High School. The school stated that while other sensory tools like stress balls are welcome, NeeDohs and other gel-filled fidgets can rupture, causing mess and disrupting learning.
A WA Department of Education spokeswoman said schools make decisions based on student needs and community safety. Catholic Education WA echoed that decisions are made at the school level, considering student needs and safety.
The NeeDoh craze shows no signs of slowing, with retailers and schools grappling with the phenomenon.
