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For many brands, the substance that’s all the rage with tweens is a recipe for revenue, with the likes of Michaels, Elmer’s and McCormick & Co. all benefiting from the trend.It started quietly last summer, when social media watchers began buzzing about it. Tweens had struck on a recipe for a mucilaginous, stomach-turning substance and were posting videos of themselves playing with it.
The slime trend had hit.In fact, slime’s now bigger than ever. Devotees of the glutinous gunk—easy to make by combining glue, water and borax—have posted some 2.8 million images and videos of the stuff on Instagram. Search “slime” on YouTube, and you’ll get 11.9 million results.
Which is (mostly) good fun for kids who, to many parents’ delight, have actually found something analog to do. But slime’s biggest impact isn’t on kids at all: It’s on the bottom lines of brands that sell or make the ingredients for it....
Slime! No, we're not talking DC politics. We're talking something kids can't resist and did I mention 2.8 million slime images and 11.9 million slime searches on YouTube? Slime is in!