"From 8,000 Won to 730,000 Won: The Toy Everyone Wants but Can't Get"

Recently in the United States, the tactile toy 'NeeDoh' has experienced an unprecedented shortage due to explosive popularity fueled by social networking services (SNS). Some products are being traded at dozens of times their original price, leading to signs of market overheating. Not only are people lining up before stores open-known as 'open run'-but there have even been physical altercations among consumers rushing to buy the toy.

Tactile toy 'Nido' (right) and the waiting line in front of the store to buy Nido. TikTok capture

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According to The New York Post on April 21 (local time), NeeDoh, a fidget toy characterized by its soft and stretchable texture, was released about 10 years ago by the American toy company Schylling. Although it has a simple structure that returns to its original shape when squeezed and released, it has recently gained attention as a 'healing item' on TikTok and Instagram, causing a surge in demand.

The flagship product, 'NeeDoh Nice Cube,' is officially sold for about $5.99 (approximately 8,000 won), but on secondary trading platforms such as eBay, prices have soared to as much as $500 (about 730,000 won).

At the heart of this craze is the SNS-driven structure of consumer spread. As 'NeeDoh hunting' content-where people line up before stores open-has gone viral, the act of purchasing itself has become a form of entertainment and a culture of social proof.

Tactile toy 'Nido'. TikTok capture

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This phenomenon is interpreted as a case where limited supply is combined with consumer experience, amplifying scarcity. Analysts say that rather than the function of the product itself, its viral appeal and participatory experience are driving demand.

The popularity of NeeDoh is also rooted in the trend of 'emotional consumption.' The repetitive act of feeling its soft texture is known to have a positive effect on relieving tension and reducing stress.

Experts believe that such fidget toys serve as tools for alleviating anxiety, increasing psychological dependence among consumers. In fact, some users reportedly use these products in their daily lives to improve concentration or regulate sensory experiences.

The problem is that surging demand is overwhelming supply, leading to market distortions. Schylling stated, "We sold out a year's worth of inventory in just nine weeks this year," and despite ramping up production, supply is still unable to keep up with demand.

As a result, there has been a sharp increase in the circulation of counterfeit goods and scam transactions. Some online platforms are distributing products whose authenticity cannot be verified, raising concerns about consumer damages.

Tactile toy 'Nido'. Photo captured from The New York Post

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In offline stores, excessive competition has led to clashes, with some locations even suspending sales. Additionally, children who previously used the product for sensory regulation or therapeutic purposes are now unable to obtain it, prompting criticism that the consumption trend is crowding out real demand.

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