Photo Credits: Nikki Victory
Local coffee chain 7 Brew was founded in Rogers, Arkansas in 2017 and has grown to occupy over 800 locations in 38 U.S. states. Similarly, the NeeDoh brand of sensory toys came out in 2017, with its “Nice Cube” surging in popularity in late 2025. By combining two high-demand products, 7 Brew hit record sales this Labor Day.
Beginning advertisement only four days before the “Jackpot Day,” 7 Brew took to Instagram on Sept. 3 to introduce their upcoming Brew Doh. Though they used NeeDoh’s iconic “doh” in the name of their squishy, this was not a collaboration with the NeeDoh company.
However, these dupes took coffee-lovers by storm. The coffee company’s original post earned 172 thousand likes and resulted in hours-long lines on the event day.
Abby Brixie, a worker at the Maumelle location, posted on Facebook expressing their gratitude towards those who showed up and even stated the location “broke some stand records.”
Emily Stanchak, a 7 Brew-fan from Maumelle stated, “I went to the Markham location in Little Rock and I pulled in just before 7:00 a.m. At that time, there were only about 15-20 cars ahead of me. Through the whole ordering and waiting process, I was pulling out of the drive at 7:10.”
While some workers and customers had a smooth and easy day, others struggled to get through lines. The Russellville location had traffic backed up from the 7 Brew on Weir Road all the way down East Main Street. A user called “Novatech” posted drone footage of Russellville’s traffic onto TikTok. The video currently sits at 592.9 thousand views and 53.5 thousand likes.
The traffic was so bad there were rumors on Facebook that police would start ticketing cars that blocked traffic. While this remained gossip to some, others were not as fortunate.
One user named Tracy Lynn went to the location in Hamilton, Ohio and took to her Facebook saying, “We drove 35 minutes to get to a coffee shop, just to wait in line for almost 2 hours to get shut down by the police and everyone had to get out of line! [sic]”
Only a couple hours after the Jackpot Day started, some locations began selling out. Early birds wasted no time listing their squishies on Facebook Marketplace for upwards of $350.
What started out as a simple event to drive sales, quickly turned into one of the most iconic and widely-discussed brand stunts of the year.
