Nee Doh Squishy Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Schylling is the best-performing nee doh squishy brand in July 2026, moving 40,000 units across 3 ASINs for 36.4% of Top 10 volume. Neec follows with 10,000 units (9.1%), ahead of Midou on 10,000 units (9.1%).

Volume is spread across 8 brands, with the top three holding 54.5% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $3.99 to $19.99, which frames the price band a competing listing has to justify.

Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, 2 ASINs forced its way in: B0BQZFVJTB booked 10K units at $9.60, with ▲ 400.0% MoM change. On the growth side, B0F7QX1PDH leads positive momentum with ▲ 900.0% MoM growth on 5K units.

The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.