Australian authorities have been asked to seize counterfeit NeeDoh toys at the border as manufacturers launch raids and legal actions to combat a flood of imitation squishies entering the local market, according to internal company communications and legal filings. The viral children’s sensory toy craze has sparked unprecedented demand alongside mounting safety scrutiny over exploding products and chemical odors.
Australian Border Force Engaged to Halt Knock-Off Squishies
Schylling, the Massachusetts-based toy maker behind NeeDoh, and its licensed Australian distributor William Valentine have approached the Australian Border Force to lodge a notice of objection form, according to internal company communications sent to retailers in June. This documentation aims to allow customs officials to intercept and seize unverified imports at the border. Business owners were told the brands are executing a three-pronged approach that also involves issuing cease-and-desist letters to local retailers and conducting overseas factory raids. According to the company emails, Chinese trademark attorneys and the local consulate coordinated raids on 11 counterfeit factories in China, confiscating millions of fake units and machinery.
Viral Demand and Retail Chaos Across Australia
Interest in the sensory toys has surged dramatically, with Google search volume for NeeDoh increasing by 2800 per cent compared to the previous year, while searches for “squishie” jumped 5000 per cent, according to market data. Adele Dyson, owner of Adventure Awaits in Numurkah, Victoria, noted that sales went viral in January after the release of an advent-calendar-style multipack, with her store selling a thousand units in two days. Retailers report customers placing strict limits of one or two items per buyer, with stock frequently selling out within minutes of arrival amid intense customer demand.
Did You Know?
Google search volumes for “squishie” surged by 5000 per cent as viral unboxing videos on platforms like TikTok drove nationwide shortages.
Safety Concerns and International Class Actions
The explosive popularity of the sensory toys has brought heightened scrutiny regarding product safety and chemical composition. According to court documents, several children globally—including a 10-year-old Australian girl named Violet Zerbst from the Gold Coast—have suffered superficial burns after heated squishies exploded and released hot gel. Schylling is currently facing a class action lawsuit filed in the United States by lead plaintiff Cristiana Mendoza in the northern district of California, alleging the manufacturer failed to adequately warn consumers about the risks of the toys when exposed to ambient heat. Schylling now publishes warnings on its website advising consumers against heating, freezing, or microwaving NeeDoh products.
Chemical Testing and Expert Assessments
Independent testing by environmental agencies and consumer watchdogs has revealed varying concentrations of plastics and fragrances in unbranded squishies. While consumer protection agencies in South Australia and Western Australia stated that tested chemical levels were unlikely to pose a risk, industry experts advise caution. Professor Blair Kuys, executive dean of Swinburne University’s School of Design and Architecture, examined unbranded samples purchased at a local shopping center and noted strong chemical odors resembling petrol alongside minimal warning labels. Kidsafe Victoria chief executive Sarah Sexton advised parents to inspect items for strong odors, oily residues, or structural damage before purchase.
Frequently Asked Questions
Why are NeeDoh toys so hard to find in stores?
According to retailers, demand for the gel-like sensory toys has spiked exponentially following viral social media trends, leading manufacturers to temporarily pause new online orders while trying to manage global supply.
Are counterfeit squishies dangerous?
Safety experts and consumer advocates warn that unbranded knock-offs may lack proper labeling, emit strong chemical odors, or use unverified internal fillings that could pose risks if punctured.
What should parents look out for when buying squishies?
Kidsafe recommends checking for strong chemical smells, oily residue, cracks, or leaks, and sticking to reputable branded products with clear safety disclosures.
Join the Conversation
Have you noticed counterfeit toys in your local shops? Share your experiences in the comments below or subscribe to our newsletter for the latest consumer safety updates.
Worth a look