NeeDoh and squishy dumplings are everywhere this Easter — if you can find them
By Kelly Tyko
Published on April 4, 2026.
The popularity of low-cost toys like NeeDoh and glittery "dumplings" has surged this Easter season, leading to sellouts and high resale markups. Retailers are focusing on these trend-driven toys to attract younger shoppers. Five Below, Aldi, and Five Below are seeing this success, contributing to a recent earnings beat and 24% revenue growth. The popularity of these toys has led to increased sales and demand for these items. The frenzy is also spreading online, with third-party sellers listing squishy toys above retail for as much as 10 times their usual price. NéeDoh sales have increased more than 3x this year, and Schylling president Paul Weingard reports that demand is outpacing supply.
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