What is NeeDoh? The hyper-viral squishies and the TikTok race for stock

NeeDoh, a squishy fidget toy produced by Schylling, has become a viral sensation on TikTok, leading to rapid sell-outs and increased interest from resellers. The toy's popularity is driven by its various designs and the difficulty in finding specific limited editions, creating a self-feeding cycle of demand. Schylling CEO Paul Weingard noted that the company sold its entire year's inventory within the first nine weeks of the year.

• COMPANY Schylling