It's Masters week, NeeDoh is the hottest toy on TikTok, and the most hyped NBA Draft class in years is quietly driving the next wave of card speculation. Buckle up.

Let's get into it.

This week:

⛳ Reselling Masters souvenirs + Scotty Cameron putters are Rolexes of golf
🟣 The $3 squishy toy that's selling out everywhere and reselling for 10x
🏀 Looking ahead: the 2026 NBA Draft could be huge for cards
🔥 Heatseekers: Top upcoming releases

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Every April, Augusta National becomes one of the most profitable retail operations on the planet. The Masters merchandise shop generates an estimated $70 million during tournament week, roughly $1 million per hour, with the average patron spending around $1,000. You can only buy the merch on-site, during the tournament, with a ticket. No online store. No exceptions.

The star of the show is the Masters Garden Gnome. Introduced in 2016, it retails for about $50-$60. This year's edition features a working removable umbrella. On eBay, they're already reselling for $1000. The original 2016 gnome? One sold for $10,195 through The Golf Auction.

Here's the kicker: rumors are circulating that 2026 could be the final year for the gnome. Augusta hasn't confirmed or denied it, and wait lines at the North Golf Shop have stretched past 90 minutes as collectors rush to grab what might be the last one.

Beyond the gnomes, "Masters merch haul" TikToks have become their own genre of content. There's even a whole secondary-market operation built around getting Augusta merchandise to resellers.

While we're on the Masters, let's talk about a golf collectible nobody outside the hobby realizes exists.

Scotty Cameron putters have one of the most devoted collector followings in all of sports memorabilia. It traces back to one moment: Tiger Woods winning the 1997 Masters with a Scotty Cameron Newport. As one auction expert put it, "Tiger Woods made Scotty Cameron who he is, absolutely” (cllct). That single tournament created a collector ecosystem that now spans decades. Tiger's backup putters have sold for as much as $393,300. (Watch Tiger tell police officers about his Scotty Cameron putter above 😅)

The crown jewels are the Circle T putters, models reserved exclusively for PGA Tour players. That tiny stamp can turn a $500 putter into a $25,000 to $50,000 collectible. Anyway, if you're a golf fan who hasn't looked into Scotty Camerons yet, be warned. It's a rabbit hole, and it's an expensive one.

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If you have kids, you already know. If you don't, prepare yourself: NeeDoh is everywhere.

NeeDoh are small, squishy stress ball toys made by Schylling. They come in dozens of shapes (cubes, gummy bears, donuts, cats, ice cream cones) and retail for $3 to $15 at Target, Walmart, and Five Below. Sales have increased over 300% this year, with Schylling reporting they sold through a year of inventory in just nine weeks.

"NeeDoh hunting" has become its own TikTok genre, with millions of views across haul videos, ASMR squeeze compilations, and rare find reveals.

And yes, there are rare ones. The Gold Nice Cube 50th Anniversary and some gummy bear versions are commanding decent premiums right now. StockX has even started listing NeeDoh as a verified collectible category.

The demographic is broad: Gen Alpha kids seem to be the primary drivers, collecting them like previous generations collected Beanie Babies or Silly Bandz, but "kidulting" adults and teachers using them as classroom fidget tools are in on it too. Ultra-low price point, blind-box-style variants, viral marketing, and genuine supply constraints creating FOMO. It's the same playbook that drove every collectible mania from Pokemon cards to Funko Pops.

We talk a lot about what's happening right now in collectibles, so let's zoom out and look at what's coming.

The 2026 NBA Draft takes place in late June, and some are calling it the most stacked class since 2003. The "Big Three" at the top, AJ Dybantsa (BYU), Darryn Peterson (Kansas), and Cameron Boozer (Duke), are in a genuine three-man race for the #1 pick. Scouts and execs are split on the order, but most seem to think Dybantsa is the winner.

Why does this matter for cards? Because a three-way race at the top means three separate sets of rookie cards that collectors will be chasing. Think about how the 2003 class (LeBron, Wade, Melo, Bosh) created decades of card value across multiple players.

Mark May 10 on your calendar too. That's the NBA Draft Lottery in Chicago, which determines the top four picks and may create its own spike in card speculation as teams' draft positions crystallize.

The world of collectibles is wide and deep, and there’s a constant stream of new releases. Here are some of the big ones that are coming up:

Remember, scarcity is always the key.

Augusta National sells $70 million in merch per week precisely because you can't buy it anywhere else. Scotty Cameron Circle T putters are worth $50,000 because only tour players are supposed to have them. NeeDoh toys are reselling for 10x because stores literally can't keep them in stock. And the next NBA Draft's Big Three are driving card speculation because generational talent only comes around every so often.

In every corner of the collectibles world, scarcity is the engine. It doesn't matter if it's a $50 garden gnome, a $3 squishy toy, or a lottery pick's rookie card. If you can't easily get it, somebody will pay a premium for it.

That's the game. And it never gets old.

See you next week!