In an industry known for constant reinvention, Schylling has carved out a rare niche: a toymaker that feels both timeless and totally of the moment. As the company celebrates its 50th anniversary this year, Schylling continues to delight new generations of kids (and kids at heart) with its blend of nostalgia, sensory satisfaction, and creative design.
“Despite our growth, we’ve stayed faithful to our founding principles: timeless fun, exceptional quality, and inspiring imaginations,” says Paul Weingard, President and CEO of Schylling. “By blending nostalgic charm with fresh ideas, our team continually delights new generations of families.” That simple mission has powered the North Andover, Massachusetts, company from its early days to its current portfolio of brands, including Lava Lamp, Big Wheel, and the squeezable NeeDoh.
Founded in 1974 by Jack Schylling, the small, family-run company was driven by a love of classic design. As the business grew, it maintained that whimsical foundation while embracing change and innovation. “At the core, our toys offer something the world always needs: simple, genuine fun,” Weingard says, “Trends change, but the feeling of wonder, play, and sensory satisfaction is forever.”
“We’ve carried Schylling since the beginning,” says Tom England, the co-owner of Dancing Bear Toys and Games, a battery-free toy store in Frederick, Maryland. England says all of the company’s toys sell well at his specialty store located in the city’s central business district. England opened Dancing Bear Toy and Games with his wife, Marlene, in 2000, and notes that everything Schylling “flies off the shelves.” When the store first opened, it started with a small assortment, carrying Schylling’s Wooden Stacking Robots and Tin Treasures.
Rolling Into the Present…
Schylling’s ability to evolve while staying recognizable is perhaps best exemplified by NeeDoh. Originally introduced as a simple stress ball, NeeDoh has since expanded into dozens of shapes, textures, colors, and even scents, from Glowing Ghosts to Cool Cats and Funky Pups. It’s become a sensory toy powerhouse, beloved by both kids and adults. “NeeDoh taps into something universal — that need to fidget, squeeze, calm down, and feel good,” Weingard explains. “Its bright colors, satisfying textures, and endlessly squishable forms create a sensory playground for all ages.”
NeeDoh has big fans at retail. “The staff just loves it,” England said during an interview conducted in his stock room, while surrounded by boxes of Schylling’s spring collection. Dancing Bear staffers are particularly enamored with the Dream Drop and Fuzz Ball Wonder Waves; so are their customers. The Dream Drop often sells out, he says.
This is no surprise: NeeDoh is the toy that launched a thousand (or more) TikToks. Online reviews note that the Dream Drop isn’t sticky like its competitors, resulting in an easy-to-clean toy. BuzzFeed Shopping, which regularly includes Dream Drop and other NeeDoh toys in its roundups, calls it “an elite fidget toy.” The popularity is sustainable: “We have a passionate team committed to keeping NeeDoh fresh and exciting with surprising new formats and innovative sensory experiences,” Weingard says.
While NeeDoh may be the star of Schylling’s modern lineup, it’s far from the only product with staying power. The Big Wheel, acquired in 2021, still sparks childhood memories for generations of Americans, many of whom grew up on the famed trike launched by Louis Marx & Co. in 1969. Schylling offers the Big Spin and Speedster in the classic colorway of yellow, red, black, and blue.
“Bringing Big Wheel into the Schylling family felt like a perfect fit. We stayed true to the classic spirit of that thrilling, low-to-the-ground ride, but we’ve enhanced it with better materials, ease of assembly, and enhanced comfort,” Weingard reflects. “The response has been incredible: Nostalgic grandparents and parents are reliving their own childhood memories, while new generations are discovering the sheer freedom and fun of Big Wheel for the first time.”
The Lava Lamp, acquired in 2018, is now available in new sizes and eye-popping colors, from chrome-plated crimson to classic blue and green. Both continue to ride the wave of retro appeal. “The beauty of a Lava Lamp is that it’s never the same twice — the mesmerizing flow and colorful glow is a living work of art,” Weingard says. “Lava’s timeless experience has a universal appeal and doesn’t need to be reinvented; it needs to be celebrated.”
That balance of past and present is a hallmark of Schylling’s design philosophy. The team refreshes classics with subtle updates — new materials, color palettes, or limited editions — while preserving the soul of the original product. This strategy has helped the company maintain relevance across decades of shifting trends. The Lava Lamp, for example, is available with classic wax or multicolor glitter. “We keep things fresh by introducing new color combos, limited editions, and creative collaborations, but the magic remains: Turn on a Lava Lamp and let yourself get lost for a while.”
Beyond the products themselves, Schylling’s relationship with specialty toy stores has played a pivotal role in its identity. “Specialty retail has been — and continues to be — the heartbeat of Schylling,” Weingard says. “These stores keep us connected to real communities and real feedback. They’ve shaped how we think about quality, service, and authenticity. Thanks to our specialty partners, we’ve been able to grow thoughtfully and meaningfully, staying on trend, rather than chasing fads.”
…And Into the Future
After 50 years, Schylling is still doing what it does best: making toys that feel just right. Not because they follow the latest trend, but because they tap into something timeless.
“The future is filled with excitement,” Weingard says. “We’re passionately exploring innovative product lines and cultivating collaborations with partners who share our playful vision. We look forward to inspiring joy, creativity, and timeless fun for another 50 years and beyond!”
Stay on the Pulse of Play!
A version of this feature first appeared in The Toy Book‘s 2025 Specialty Toys & Gifts Issue. Click here to read the full issue!
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