One night, my sister went shopping and came home with a bag full of NeeDohs. When she saw my expression, she explained that she had gone “Squishy Hunting.” I remember the craze with Pokémon cards and Shopkins when I was younger, but I hadn’t realized the effect toy fads had on a variety of audiences and their role in overconsumption culture. Why do people feel so intensely about vibrantly colored squishies?
NeeDoh is a brand that sells squishies in a variety of colors and shapes — best known for their slow-rise effect.
While NeeDohs seem like the “hot new thing,” society’s fidget toy craze is nothing new. In 2017, Fidget Spinners became popular among young teens; then it was Pop-Its, and now NeeDohs. But what is the obsession with purchasing fidget toys for deflection rather than stress relief?
The recent NeeDoh craze reflects a culture of overconsumption that encourages purchases for a sense of belonging and feeds our brain’s dopamine rush craving. Instead, people should question if they truly need to acquire excessive amounts of products, like NeeDohs.
At a glance, it can be easy to blame the corporations that manufacture these items and market them as a necessity. While creators benefit from overconsumption and play a role, so do consumers.
Advertising and public relations professor Isabella Cunningham said this is an example of conspicuous consumption — buying products that confer social status, even when they are not necessarily useful.
“It’s a great marketing device, and it only shows that we have, in this country at least, an awful lot of conspicuous consumption,” Cunningham said. “You want to be noticed for what you have, not who you are.
While NeeDohs are marketed as toys, their purpose is to relieve stress for those with anxiety, ADHD or are easily overwhelmed.
However, NeeDohs’ skyrocketing popularity and status have made them inaccessible to those who need them most. Upon opening the official NeeDoh website, viewers are greeted with a pop-up stating that an exceptionally high demand for NeeDohs has caused them to sell out, with new inventory on the way as of Oct. 12.
While other self-regulation techniques exist, like breathing exercises or the 5-4-3-2-1 sensory methods, these practices can feel too vague or unhelpful when in need of a quick fix. Fidget toys are effective because of their convenience and variety.
“They’re soft, fun and quiet, which is also really nice because it’s not like some of my other fidget toys that are (super) loud,” journalism freshman Emma McQuitty said. “So if I have a NeeDoh, it’s quiet, it’s discreet, it’s fun.”
Those who buy into trends should remind themselves that they don’t need every variation of it. Consumers should be more selective about their purchases and shop for the product that would be most useful to them. For instance, rankings that list which NeeDohs best suit different anxiety and ADHD presentations can narrow down options. Learning which fidget method works best for you and buying with intentionality can make NeeDohs more accessible to those who truly need them.
Detaching self-worth from possessions doesn’t mean depriving ourselves of shopping for fun things. It means shifting the focus from what’s on the shelf to what we find truly fulfilling, not just a temporary fix. It’s time to fill the void, stop the endless chase for the hot new trend, and ground ourselves in the present.
Piñon is a journalism freshman from El Paso, Texas.
