The NeeDoh is in short supply as kids and parents across the Bloomington-Normal area seek the popular fidget toy.
NeeDoh is a small object used for sensory-friendly activity, filled with flour and water mixture giving it a similar texture to raw dough. While in circulation since 2017, popularity soared last winter after a number of TikTok posts showcased how to use and play with the toys. They come in a range of different colors and shapes, making them also desirable for collectors.
Extraordinary demand
Retailers in Bloomington-Normal like Red Raccoon Games and the Garlic Press offer the NeeDoh, but both limit purchasing to two per person, per day. Even with these policies the stock runs out fast. The company that manufactures the toy cut off new orders from new accounts because of a struggle to fulfill the newfound demand from existing accounts.
“We have thousands and thousands and thousands of dollars in orders, but we may only receive 72 pieces, 144 pieces [at a time],” said Pam Locsin, co-owner of the Garlic Press.
Because of the extra demand caused by lack of supply, NeeDoh toys found online will sell at well above in-store price. A two per customer rule limits scalping, where adults buy up stock in bulk for the purpose of reselling for profit.
“At the very beginning, we didn't do that, and realized people were buying 12, 16, 18. ‘I'm buying this for my friend, I'm buying this for my buddy, I'm buying this for my mom,’ and it's like, no, you're reselling it, and that's too bad, because it's for the kids,” said Locsin.
Jamie Mathy, owner and CEO of Red Raccoon Games, said each new shipment brings a line out to the street that begins as early as two hours before the store opens. While the item sold steadily for several years, interest skyrocketed beginning in February.
“At first we were getting two to three phone calls every day,” said Mathy. “And all the way into late March, early April, we were getting 10 phone calls every day asking if we had any NeeDohs in stock.”
The purchasing limit also made an impact at his store.
“It allows us to spread it around, so that everybody gets a chance at getting something,” said Mathy.
Virality
Both Mathy and Locsin anticipate social media will continue to drive popularity for other toys found in stores and gift shops. Each said hacky sacks are currently making a big comeback.
NeeDoh’s current popularity also has other benefits, for toy sellers and parents alike.
“It's really refreshing to see a lot of the kids coming in with parents,” said Mathy. “We always try to help parents say, ‘Hey, you know, it's great that mom and dad are buying you this thing now, and I think you probably should be cleaning your bedroom at home, or doing the dishes, or taking out the trash, or all those chores that kids can be doing to earn things like, like a squishy toy from NeeDoh.’”
The toy also brings higher sales for other items in a store.
“You have increased traffic, and with that flow, they're going to say, oh, well, you know, here's my NeeDoh, I'm going to get some popcorn, I want to take a look at some of these other things,” said Locsin. “Absolutely, it has a positive effect.”
