By Basant El-Faramawy
Consumer journalist Charlotte Cripps has warned parents about a flood of counterfeit NeeDoh advent calendars after purchasing two fake versions that arrived with non-squishy toys, missing parts, and a chemical smell.
The scramble for a sold-out calendar
Cripps' two children, aged 10 and 8, wanted the NeeDoh advent calendar above all other options, including Legami's Dream Peaks and Meri Meri x Liberty Charm calendars. The NeeDoh calendar, featuring mini candy swirl cubes and slow-rise squishies such as a light blue jellyfish and pink lollipop, has seen online searches surge more than 5,000 percent in the past year, according to Google Trends. After the calendar sold out at reputable retailers like Smiths, where it retailed for £29.99, Cripps bought two from an Instagram advertisement for £46.99.
Fake calendar fails on quality and safety
The delivered calendars were half the size of the genuine product, made of thin cardboard with a glossy finish, and contained toys that lacked the signature "memory foam" squish of authentic NeeDohs. The purple bus missed its wheels, the lime green UFO lacked its alien, and several items were unidentifiable. A chemical odor emanated from the squishies, raising health concerns.
Pattern of counterfeit toy scams
Cripps said she had previously been duped by fake Labubu toys, dubbed "Lafufus," and unbranded squishy dumplings that were later found to contain excess benzene. In July 2026, the UK Office for Product Safety and Standards recalled a copycat dumpling, and over 1,000 units were seized from retailers, according to RMS International's brand Abeec.
Official guidance on spotting fakes
Authentic NeeDohs are manufactured by Schylling and distributed in the UK by Bigjigs Toys. Bigjigs advises that NeeDoh does not sell directly from China to the public, and warns that counterfeits often feel greasy, sticky, or overly soft, with air bubbles and glossy packaging. Misspelled branding such as "Neato" or "Nee Doh" is another red flag. Genuine boxes have a sturdy, matte finish and carry the Schylling mark.
Financial and regulatory response
After reporting the purchase as a scam, Cripps was told by her bank's fraud team that seven out of ten scams involve online goods purchases. Reuters estimates that scams and prohibited goods on Meta platforms generate roughly $16 billion annually, about 10 percent of Meta's total revenue. The fraud team advised caution with social media ads, sponsored Google links, and the Google Shopping tab.
Seeking a resolution
Cripps has signed up for restock alerts from a reputable UK retailer expecting a delivery of genuine NeeDoh calendars. Her bank is investigating the transaction for a possible refund. She concluded that if an online deal seems too good to be true, it probably is.
