Source: Schylling/The Toy Book

The specialty retail darling and viral hit NeeDoh is getting a seasonal update for 2023.

Schylling has launched its new seasonal collection with Valentine’s Day NeeDoh designs that are set to be followed by seasonal drops throughout the year.

NeeDoh Squeeze Hearts is a line with four printed phrases in four colors. The second offering, NeeDoh Heartstrings, is a brand new product that comes in giftable boxes with “To” and “From” tags. With Easter on the horizon, Schylling is gearing up to release NeeDoh Mellow Marble Eggs and NeeDoh ChickaDee Doos.

Related: LEGO, Pokémon, Hot Wheels Rise to the Top in The NPD Group’s Global Toy Industry Performance Awards

“We are excited to launch our new collection of NeeDoh ‘squeezeonal’ items for Valentine’s Day and Easter,” says Paul Weingard, President and CEO at Schylling Inc. “Everyone wants to get their hands on NeeDoh and now fans have a sugar-free way to celebrate the spring holidays.”

The Valentine’s Day and Easter NeeDoh collections are shipping to both mass and specialty retailers now. Schylling will offer Halloween and Holiday NeeDoh collections later this year and expects to reveal them this summer.

Want a look at more great impulse and novelty items to stock your shelves with this year? Check out our next issue of The Toy BookThe BIG Toy Book — out Feb. 28!

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.