Following runaway success in North America, Zuru’s trend-led arts and crafts line lands in the UK later this month
Zuru has announced the UK launch of Slime Mart, the new trend-led arts and crafts line that combines the hands-on creativity of crafting with the sensory satisfaction of squishable and mouldable compounds.
Landing on shelves at the end of this month, the Slime MartBags and Baskets are designed for children aged six-plus, offering seven or more playful ingredients to unpack, create, squish, and transform into hyper-realistic foodie creations such as waffles, doughnuts, cheesecakes, fruit tarts, burgers and pizza.
Will Collinson, General Manager, Zuru UK and Europe, said: “Slime Mart typifies what Zuru does best – spotting social trends and transforming them into must-have affordable, collectible products that resonate with today’s kids, teens, kidults, and families. Its success in North America proves just how powerful the concept is, and we’re excited to replicate that momentum here in the UK market.”
Designed to replicate the social trend of slime food creations and the joy and satisfaction of squishing, Slime Mart also delivers a purposeful play experience. The tactile, squishy textures support focus, relaxation, and emotional regulation, making it appealing to all ages. Value-led, collectible, and on-trend, the range is perfectly placed – and priced – as an affordable treat, repeat purchase, impulse buy, or gifting solution.
The UK availability follows phenomenal success reported by Zuru in North America, where Slime Mart is already the number one slime brand at Walmart Canada, driving nearly 30 per cent of total slime subcategory sales in a single week and owning three of the top five spots.
Fusing affordability, creativity, and trend-led design, Slime Mart is set to be one of Q4’s most exciting launches, and a standout addition to Zuru’s growing line-up of value-driven collectibles, with long-term plans to add new ‘recipes’ and lines to the range.
Slime Mart’s playful foodie aesthetic, hands-on creativity, and tactile ASMR squish, have also driven huge organic traction on social media. Across Instagram, the brand has reached over 1.9m people organically with top-performing content achieving over 800k views, while on TikTok, Slime Mart has already generated over 23 million views, with multiple individual videos surpassing the million-view milestone. The brand’s YouTube channel has rapidly grown to 31k subscribers with more than 2.4m views to date.
