NeeDoh is the latest incarnation of the tactile toy fad that stretches back centuries.

Social media has driven the popularity of NeeDoh by turning a simple stress toy into a cultural phenomenon.

The company behind NeeDoh has sustained its popularity by exploiting the scarcity principle.

Step aside, Labubu. Move over, Squishmallows. Make way for NeeDoh—the latest fad to sweep through the fickle adolescent world. There has been a recent surge of interest in these colorful, squishy “stress toys” that are often shaped like a cube and, once squeezed, slowly return to their original shape. They resemble the stress ball craze of the 1980s, but the gel is far squishier and more pliable. Like other fidget toys, Needoh has been successful, in part because it provides an outlet for stress relief. But the appeal runs deeper than anxiety management as it taps into the human need for tactile stimulation. Humans are wired to explore the world through touch, which is a source of comfort and regulation throughout life. A child rubbing a stuffed toy before sleep; an adult clicking a pen during a tense meeting. NeeDoh exploits this primal impulse.

Historical Antecedents

Tactile toys can be traced back to the 1940s with the advent of Silly Putty—a small hunk of clay-like material that could be molded into different shapes. The next major innovation in the market occurred in the 1970s with the appearance of the stress ball. These toys were touted for their supposed therapeutic use in........

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