We need NeeDohs! Sensory toy sells out across Perth, banned from schools amid soaring popularity

It is the must-have sensory toy flying off the shelves across Perth, selling for inflated prices online and now banned by at least two high schools.

While the Labubu plush doll was the toy of last year, 2026 is the year of the NeeDoh — a small, squishy fidget toy coveted by both kids and adults alike.

The malleable toys, designed to relieve stress and enhance focus, have surged in popularity in recent months after going viral on TikTok.

They have sold out across much of the US and the United Kingdom, leading to a host of “NeeDoh hunting” accounts on social media dedicated to finding the elusive items.

Retailers in Perth are unable to keep up with the demand.

At Olivia & Grace Giftware in Mt Lawley, owner Matt Donkin has more than 12,000 units with a retail value of almost $140,000 on order.

The shipments are due to arrive between May and September, and a pre-sale of May stock has seen some lines sell out already.

Mr Donkin said demand soared from late February, when former Perth influencer Miss Charli posted a viral video on TikTok.

“We saw the writing on the wall and because of that we did a much larger order than what we would normally do, due to that social media craze,” he said.

“To put it into perspective, previously we would order in units of 24 or 48 but now we are ordering in tens of thousands of units.”

The average price of NeeDohs is around $12, but many sell for under $10. The Playroom in Osborne Park is also sold out of the toys, with more stock due in June.

A spokeswoman said the demand was “crazy”.

“Every child between the ages of six and 16 after after them, it’s just been ridiculous.”

The toys are manufactured in the United States by Schylling, whose president Paul Weingard told the New York Times their popularity was due to social media virality and a regular stream of new product lines.

Mr Weingard revealed NeeDoh’s sales growth was six times higher than last year, with 2025 sales doubling those from 2024.

“It’s just a wild scenario. We get products out on the shelf and they’re gone in an hour,” he told the publication.

The toys are also popular with therapy providers, who recommend their use in schools for children who struggle with focus.

But their growing popularity means they risk becoming more of a distraction. At least two Perth schools have banned the toys, including Churchlands High School.

The public school said while other sensory tools were welcome, such as stress balls or fidget spinners, the NeeDohs and other “gel filled fidgets” could rupture, creating “a significant mess and can disrupt the learning environment.”

The WA Department of Education had not been made aware of concerns related to sensory support toys, according to a spokeswoman.

“Schools make decisions about what students are permitted to have in school based on their needs and those of their communities,” she said.

“Student use of sensory supports is managed by schools in a way that considers individual student needs while maintaining the safety and good order of their classrooms.”

A spokesman for Catholic Education WA said “decisions around the use of sensory/fidget toys are made at school level and are based on students’ needs and safety.”