Schylling sells out NeeDoh toys after TikTok-driven demand surges tenfold

10 articles · Updated · The Wall Street Journal · Apr 28

Schylling, based in North Andover, Massachusetts, sold out six months of NeeDoh inventory in just six weeks as teens and tweens fuel a viral craze.
Despite skyrocketing demand and resale prices, Schylling will not dramatically increase production or raise prices, aiming to avoid oversupply and maintain affordability.
Copycat squishy toys are flooding the market, some schools are banning NeeDohs, and Schylling is working with TikTok to address dangerous viral trends like microwaving the product.

Is the NeeDoh craze a unique TikTok phenomenon or just a modern repeat of the Beanie Babies fad?

Will the slow restock kill NeeDoh's hype before the company can truly capitalize on it?

After severe burn reports, what are Schylling’s legal obligations to prevent product misuse?

Will the 'curse of virality' force Schylling to abandon its 51-year-old business model?

How can platforms like TikTok be held accountable for dangerous trends that injure children?