The Rise of the NeeDoh: A Viral Sensation in UK Schools
The NeeDoh, a simple yet captivating toy, has taken the UK by storm, becoming a must-have item for schoolchildren. Despite its unassuming design, this colorful stress relief toy has managed to capture the attention of both students and educators alike.
What is the NeeDoh?
Described as a ‘groovy glob’ by its manufacturer, the NeeDoh is a fidget toy that’s about the size of a tennis ball. However, it’s the ‘Nice Cube’ and ‘Dream Drop’ versions that have truly captured the imagination of British youngsters. These cubes come in a range of vibrant, swirling colors with eye-catching black and neon packaging. They can be pulled, stretched, and squeezed in every direction, but they always return to their original shape.
The NeeDoh has gained popularity on social media platforms like TikTok, where users share videos of their experiences with the toy. This has led to a surge in demand, with teachers reporting that these toys have flooded into classrooms.
ASMR and Sensory Appeal
One of the key reasons for the NeeDoh’s success is its connection to ASMR (Autonomous Sensory Meridian Response). These toys offer soothing, tactile sensations that appeal to those who enjoy the calming effects of ASMR. Crucially, the pliable cubes are often allowed in schools because they double up as sensory aids that can help pupils manage anxiety.
Popularity and Availability
Made by US-based company Schylling, the NeeDoh has experienced a meteoric rise in popularity in the UK after similar success in America. Retailers have sold out so quickly that the brightly colored stress relievers, which retail at around £6, have skyrocketed in price on eBay and Vinted.
On Vinted, brand new boxed NeeDohs are selling for around £28, roughly four times their original value, with one ‘Nice Cream Cone’ posted for sale this week for £50.
In response to the rise in imitation products, Schylling has warned parents that ‘bricks-and-mortar’ stores are the safest bet to guarantee authenticity and safety. They have advised against buying ‘fraud’ products from platforms like Temu, Alibaba/AliExpress or eBay.
Availability in the UK
On UK high streets, the NeeDoh is sold at major retailers including Smyths, Hamleys, and Waterstones. However, none of these stores appear to have any in stock. At a London branch of Waterstones, a store worker told the Daily Mail: ‘We will get more in because they’re so popular, but they sell out very quickly.’
Online, the situation is similar. Online toy store My Small World sells more than 30 NeeDoh products but currently has none in stock. Smyths has ‘out of stock’ on all of its NeeDoh products, although the toy store goliath says it expects more in.
Merseyside grandmother Jane Hastings, who runs popular toy shop Toys, Toys, Toys on the outskirts of Liverpool for 15 years, told the Daily Mail earlier this year that the NeeDoh has become one of the store’s biggest sellers. However, recent posts suggest the official retailer is now also sold out bar one or two NeeDoh products.
Expert Opinion
UK toy expert Peter Jenkins believes Schylling is reaping the rewards of making a slicker version of popular ASMR toys that are already out there. He notes that sensory toys became a hit during the pandemic, and manufacturers saw how popular they were.
Jenkins adds that the NeeDoh stands out due to its quality. ‘It looks curated, there’s some thought going into it, from the packaging to the name itself. People saw why it was more expensive, and it became more prolific, and the retailers didn’t expect it to explode quite as quickly as it is.’
He also points out that the NeeDoh is a more grown-up version compared to older toys like slime and dough. ‘It’s not as childish as sticking your finger in a jar of slime and making fart noises as we did back in the 80s and 90s.’
Conclusion
Perhaps the most surprising thing is that Schylling probably hadn’t anticipated such a huge success, hence the lack of stock. Jenkins says: ‘When kids take things viral, it’s nothing to do with people who are so-called toy experts, it kind of happens organically, which is brilliant.’
