NeeDoh Advent Calendars Sell Out, Resurface at Double Price on Resale Sites

The NeeDoh 24 Days Fidget Advent Calendar, retailing at £29.99, has sold out at all approved UK retailers, including Smyths Toys, shortly after its initial release. The calendar, which features 24 mini versions of the popular squidgy stress-relief toys, first went on sale in July with a second release in August, but is now out of stock across official channels.

Some shoppers who purchased the advent calendars earlier in the year have begun reselling them on the pre-loved marketplace Vinted for up to double their original price, with some listings reaching £59.70. This mirrors the broader trend of NeeDoh products being in high demand throughout the year, experiencing supply issues with retailers.

NeeDohs have become a significant toy sensation, driven partly by their popularity on social media platforms like TikTok. The 'Nice Cube' and 'Dream Drop' versions, characterized by their colorful, pliable exteriors that return to their original shape after stretching or squeezing, are particularly sought after. Toy experts attribute their success to tapping into the ASMR (Autonomous Sensory Meridian Response) trend, offering soothing tactile sensations.

These toys are also often permitted in school environments due to their use as sensory aids for students managing anxiety. Made by the US company Schylling, based in Boston, NeeDohs have seen a surge in popularity in the UK this year, following similar viral success in the United States.

Schylling has issued a warning regarding imitation products, advising consumers to purchase from 'bricks-and-mortar' stores to ensure authenticity and safety, and cautioning against buying from online platforms like Temu, Alibaba/AliExpress, or eBay.

Major UK retailers such as Hamleys and Waterstones also stock NeeDoh products, though many have struggled to keep them consistently in stock due to high demand. Toy expert Peter Jenkins noted that NeeDoh's success stems from offering a more refined version of existing ASMR toys, with curated packaging and branding contributing to its appeal and higher price point. He added that the viral nature of children's trends often happens organically, outpacing retailers' and manufacturers' expectations.