The global market for stress toys is projected to grow from $5.88 billion in 2025 to $7.95 billion in 2030, thanks in part to rising levels of stress and anxiety among adults and also presumably in part to the ability to cheaply produce more durable, malleable plastic products. This is a remarkably popular class of toy, the heirs to the fidget toy trends. And one of the stalwarts of the field is NeeDohs, which are squishy gel-filled stress toys that sell for $3 to $6 a pop and which have moved a lot of volume since emerging in 2017. The toymaker behind the viral toy has a plan to keep them relevant beyond this particular trend, which isn’t really saying that much, admittedly, because all toymakers behind viral toys usually say something like that.
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