A collection of colorful Yee Doo branded sensory squeeze toys in various shapes and textures

Whitney Highfield

Standards

Toys Take Over

How did a simple toy become a must-have for kids across the country? 

Courtesy of Adams Family

D’Angelo Adams

D’Angelo Adams was on the hunt this past May. He was searching for a sparkly NeeDoh called Dream Drop. The toy was very hard to find. D’Angelo hoped Target would have it. But when he and his mom got to the store, a worker gave them the same answer as always. NeeDohs were sold out.

“People really, really want them,” says the 10-year-old from East Chicago, Indiana.

D’Angelo isn’t the only kid searching for NeeDohs. The squishy sensory toys have been around since 2017. But interest exploded in recent months. Google searches for “NeeDoh” hit an all‑time high in April. Videos of people squeezing the toys spread across TikTok and YouTube. 

Before long, some NeeDohs were hard to find. Hundreds of people waited in lines to get their hands on one. Some shipments sold out the same day they arrived in stores. 

The simple toy had become the biggest craze of the year. 

What's the Hype?

NeeDohs are not the first fad in history (see “Gotta Have It!”). But social media has changed how quickly fads can spread. With millions of people watching videos at the same time, toys such as slime and fidget spinners became popular almost overnight. NeeDohs’ bright colors and satisfying squishiness make videos of them especially fun to watch. 

As excitement grew online, it spread in real life too. Kids talked about NeeDohs at school, stores sold out quickly, and parents scrambled to find them. Experts say that’s not surprising. The harder it is to find something popular, the more people want it.

“When you have that same toy as somebody else, you are part of that community,” says toy expert Jennifer Lynch. She works for the Toy Association.

What Is a Fad?
Watch a video about popular toys.

Squishies in School

Some people consider fidgets like NeeDohs more than just toys. D’Angelo says squeezing the colorful blobs helps him pay better attention in class.

“I feel focused and calmed down,” he says. “They distract me from all my stress.”

But some teachers say NeeDohs don’t belong in classrooms. Last year, D’Angelo’s fourth-grade teacher allowed them. But that changed when some NeeDohs exploded after being squeezed too hard. 

“There’s a time and a place for fidget toys,” Lynch says. “It’s just a matter of how kids are using them.”

What's Next?

Toy crazes can rise fast—but not all last. Some fade quickly. Others, like LEGO, become long-lasting brands. The company began selling its plastic blocks in 1949. 

Will NeeDohs be around forever? No one knows. For now, fans like D’Angelo are still searching. He says he’ll go anywhere to find them—as long as his mom will take him!

“Sometimes you have to go hours away,” D’Angelo says. “It’s very hard. But it’s exciting.”

1. Based on the article, what makes something a fad?

2. Why do some kids argue that they should be allowed to use fidget toys like NeeDoh in class?

3. What is the purpose of the sidebar, “Gotta Have It!”?

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