#298: Why The Nee Doh Cube Nice Cube Is A Finalist For This Major Toy Award with Paul Weingard

Can a $5 squishy toy really outsell the competition and take home a Toy of the Year award? Schylling’s CEO Paul Weingard is betting on it and honestly, the numbers are on his side.

The NeeDoh Nice Cube Swirl isn’t just another sensory stress ball. It’s a Specialty Toy of the Year finalist that’s been an Amazon best seller, is selling out in stores, AND building real emotional connection with kids and adults worldwide. The CEO shared with me that they’ve gotten handwritten letters from kids, therapists, and even college students sharing how this tiny cube helps them relax, reset, and focus. Retailers can’t restock it fast enough and during this interview I’m on a mission to find out why.

Join me in the Schylling office where I sit with Paul Weingard to unpack the exact strategies that turned a simple sensory ball into a branded, collectable empire that’s dominating on Amazon, thriving in toy stores, and blowing up organically online. You’ll learn how they scaled sales without leaning on trends, built retail momentum through independent stores, and created a $5 product that buyers and therapists can’t get enough of.

If landing a TOTY nomination is on your vision board, or you're trying to get retailers to reorder faster than you can ship, this episode will show you what it really takes to turn a small idea into a big win.

Vote for NeeDoh Nice Cube Swirl in the Specialty Toy of the Year category. Voting is open to Toy Association members AND members of the media. Cast your vote for NeeDoh Nice Cube Swirl in the Specialty Toy of the Year category!

If you're in the media (like an industry influencer) and you aren’t registered to vote, contact the toy association at [e-mail] for details.

Listen for these Important Moments:

• [00:01:30] – Find out how Schylling transformed a simple squishy ball into a multi-million dollar brand with over 50 SKUs.
• [00:11:30] – Discover how NeeDoh tapped into the specialty retail channel to test and scale — with 10X reorders in 30 days.
• [00:18:40] – See how organic fan content and surprise use-cases (from therapy to dental offices!) shaped the Nice Cube’s evolution.
• [00:26:05] – Hear how the team designed packaging that sells itself, with irresistible shelf appeal and built-in trial moments.
• [00:33:20] – Unpack what a TOTY nomination really does for sales and why Paul says you need to be ready to airfreight inventory if you win.

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About My NEW Podcast Art:
The podcast art for Season 6 of Making It In The Toy Industry features product illustrations of toys and games I helped guide in Toy Creators Academy and TCA Accelerator. Tap the brand name below to check them out!

Playcor by Courtney Smithee
9 to 5 Warriors by Brandon Braswell
Catoms by Kieche O'Connell
The Lunch Room by EAP Toys and Games founder, Chrissy Fagerholt