The Rise of Slime: A Multi-Million Dollar Industry
Businesses like the New York City slime museum and shop Sloomoo Institute are thriving, with a pop-up store in 2019 now boasting a revenue of $30 million in 2023. Social media influencers like OG Slimes and Karina Garcia have capitalized on the trend by sharing reviews and DIY slime recipes on platforms like TikTok and YouTube.
It’s no secret that slime has become a worldwide phenomenon, captivating millions of people with its playful and soothing qualities. From Gen-Z kids to adults, slime has found its way into homes, dorm rooms, and even bedrooms, offering a therapeutic escape and sensory stimulation. The ASMR benefits of slime have also contributed to its popularity, with many users reporting increased relaxation and stress relief.
The market for slime-related content is booming, with college-age kids accounting for a significant portion of social media consumption. Videos tagged with #slime have garnered over 360 million views in May 2024, indicating a strong demand for slime-centric content. As the industry continues to grow, businesses like Sloomoo Institute are expanding to new locations in Houston and Los Angeles.
At the heart of this slime craze is a familiar ingredient: Elmer’s Glue.
Nikki Lesperance, marketing director at Newell Brands, remarks, “Slime never really left; it’s a new category to market, and it’s become a part of our culture.” To capitalize on this trend, Elmer’s has launched a dedicated digital hub called Elmer’s Creations, featuring new slime recipes and products tailored to the ASMR audience. One such product is Squishies, stress-ball-like toys designed for sensory play and relaxation, adding a new dimension to the slime experience.
Craig Richard’s childhood fascination with ASMR paved the way for his current research into its therapeutic benefits. As a biomedical sciences researcher at Shenandoah University, Richard delves into the neural mechanisms behind ASMR’s stress-relieving properties. Through brain scan studies, he has identified hormone responses that mirror the effects of positive personal interactions, shedding light on the science behind the ASMR phenomenon.