Bigjigs Toys issues warning over rise in fake NeeDoh product

Bigjigs Toys is warning parents and shoppers to be vigilant following a surge in counterfeit versions of NeeDoh fidget toys appearing online and in-store across the UK.

Bigjigs Toys – the UK and Ireland’s official NeeDoh distributor – has shared the following warning signs to help customers spot counterfeit NeeDoh toys:

• The Logo Test: Genuine NeeDoh will feature a NeeDoh logo on the base seal and/or the official Schylling branding underneath.

• The Smell: Authentic NeeDoh has little to no scent, while fakes may have a strong, unpleasant chemical smell.

• Texture & Consistency: Real NeeDoh has a firm, memory foam-like squish. Counterfeits often feel sticky, greasy, overly soft, or full of air bubbles.

• Packaging: Legitimate products come in high-quality branded packaging. Plain plastic wrap or unbranded boxes are a red flag.

• The Source: NeeDoh products in the UK & Ireland will show Bigjigs Toys as the distributor on the packaging or with a sticker. NeeDoh is not sold directly from China to consumers.

“The safety of children is always our top priority, and we’re concerned that these knock-offs not only fail to deliver the same quality experience, but may also expose customers to unregulated, harmful chemicals,” said Sam Ireland, Operations Director of Bigjigs Toys.

“We want people to feel reassured that they’re getting the genuine product and the best possible quality, without being misled, so we’re working closely with partners and enforcement teams to report counterfeit sellers.”

Bigjigs Toys is also encouraging members of the public to report suspected counterfeit products, so details can be shared with Trading Standards and legal enforcement partners.

–

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

More Recent News

Hasbro partners with Nintendo for Legend of Zelda toys

“For decades, The Legend of Zelda franchise has captivated fans through its deep lore, unforgettable characters and enduring sense of discovery,” said Billy Lagor, President Toys and Board Games at Hasbro.

Vietnamese game design contest – Road to Essen – returns for its second edition

The winner will receive full sponsorship to showcase their game at SPIEL Essen 2027 in Germany.

First UK Gundam store opens in London

“The opening of our permanent Gundam Base Store in the UK represents the strength and heritage of the Gundam brand, as well as the wider growth of anime as a whole,” said Kazu Kojima, Commercial Director at Bandai Toy & Hobby UK.

LEGO and Paramount debut LEGO Icons SpongeBob SquarePants: Bikini Bottom building set

The 1,794 piece set includes Bikini Bottom’s most recognisable landmarks.

Jones Soda Co. celebrates 30th anniversary with latest Crayola collaboration

“This collaboration represents the type of authentic partnership we believe can create meaningful brand momentum,” said Scott Harvey, Chief Executive Officer of Jones Soda Co.

Olivia DeLorenzo joins Inventor Relations team at Mattel

Olivia will be working across Games and Fisher-Price/Preschool products.