There may be six months before Christmas, but if Nee Doh is on the most-wanted list, it is time now to make that purchase.
Every few years there is a special toy that hits the market that causes a craze, excitement, and masses of customers all vying for the same product. These favored items have included the Cabbage Patch Dolls, Tickle Me Elmo, Play Station and more.
This year, that most prized item is called Nee Doh, and unless you are the parent, grandparent or an aunt or uncle of an elementary-aged child, this may be “Greek” to you, but it has become a viral sensation and causing stock shortages at businesses that carry Nee Doh products.
“It’s definitely the new Elmo, for sure,” said Heather Austin, buyer and product manager at Burnham Drug in Moss Point where there was a huge crowd in line for the new stock on June 24. “It’s like this every time. We had a coordinated line, but when 9 a.m. came, they went for it.”
Nee Doh comes in a variety of shapes and sizes, but the concept is the same. It is a soft, stretchy stress ball filled with a dough-like material that provides tactile experiences. One may reference the ever-popular stretch Incredible Hulk toy. Each toy is filled with a non-toxic, dough-like compound that always returns back to its original shape.
It is also marketed as a fidget toy that satisfies and soothes and helps promote focus, attention and centering that benefits individuals with ADD, ADHD, OCD, and autism.
“Nee Doh comes in everything from the basic squish balls, to gum drops, cool cats, popsicles and so much more,” Mrs. Austin said. “Honestly, you can’t go wrong with any of them if you can get them. They sell out immediately.”
She said there are a few items that seem to be most coveted. These include the Nice-Ice Baby, Cool Cats and the Nice-sickle.
Originally launched in 2017, it has expanded to include over 50 different styles in a variety of shapes, textures, and colors. Thanks to TikTok, it became a viral sensation in late 2025 and early 2026 causing widespread stock shortages.
Ranging in price from $2.95 until $14.95, Mrs. Austin said Burnham’s has a standing monthly order of Nee Doh, but with the recent uptick in popularity, she is never quite sure when they could arrive.
“Unfortunately, with the hysteria they’ve caused, we are never really sure when they come it,” she said. “So far, it seems to take a minimum of four weeks to get here.”
When an order of Nee Doh arrives at Burnham’s, customers are notified by social media to include the specific time and instructions for making purchases.
“I try to get them a heads up the day before they will go on the floor to help in making arrangements,” Mrs. Austin said. “We have already made a large order for Christmas.”
Bottom line, if Nee Doh is on a birthday or Christmas list for one of your loved ones, don’t delay in making the purchase or you may be left out.
