Moose Toys Targets Beauty with Gui Gui Slime Launch
Moose Toys has announced its new beauty-inspired slime brand Gui Gui. The groundbreaking concept merges the virality of two top industries: the $33.9 billion-and-growing beauty industry and the increasingly popular slime industry – #slime has been viewed more than 78B times on TikTok – to create this year’s must-have item. Gui Gui, launching April 2025, mimics the elevated feel of the beautiful textures, scents and colors popular in beauty and parlays that into an age-appropriate, multi-sensory slime experience. Consumers can expect an array of Moose’s iconic WOW-worthy moments woven into every step of the immersive unboxing and creation process.
“Moose’s expansion into new categories is always disruptive, and consumers take notice because they know we’re bringing innovation and a fresh new feel,” said Paul Solomon, CEO, Moose Toys. “Beauty and slime are booming categories with incredible social media virality. With Gui Gui, we are combining both forces to create this year’s must-have item. This intersection with a Moose twist provides a fun, engaging and age-appropriate experience for kids.”
Gui Gui’s semi-blind unboxing and creation experience is all about self-expression and creativity. To unbox Gui Gui and elevate their slime styling, kids can follow five simple steps:
- Unbox like an influencer to reveal the scented slime.
- Mix in the booster to add texture and take their slime to the next level.
- Glow up the slime with surprise charms designed to add a touch of individuality.
- Discover the adorable blind collectible figurine and place it atop the slime creation.
- Sprinkle a touch of sparkle to complete the final look, then uniquely display the creation on one of the four beautifully-designed cosmetic-grade jars. Kids can also seal it back to keep it fresh for continued play.
Gui Gui’s initial launch will feature Single Packs (MSRP $9.99) in four fabulous texture collections: Gloss, Clear, Butter, and Cloud, each available in an array of gorgeous colors, with corresponding swoon-worthy scents – such as coconut waves, jasmine, and sweet citrus – that dial up the sensory experience. While consumers will be able to choose the slime texture at purchase, the colors, scents, charms and collectible figurines will remain a surprise until unboxing. With 13 varieties to collect, including one Limited Edition release with only 1,000 to be found, there is a Gui Gui for everyone.
Gui Gui will release first at Walmart and be supported by a strategic integrated marketing plan featuring innovative point-of-sale activations. Greater retailer rollout and line expansion to meet the anticipated unprecedented demand will include a Deluxe Twin Pack (Fall 2025).
“Consumers can expect to see trendy, experiential marketing moments featuring Gui Gui, introducing the brand and giving them new opportunities to beautify their slime, this Spring. Our marketing will include lots of opportunities to play at pop up slime bars across the U.S., as well as tapping into ASMR trends on YouTube,” said Mallory Van Laeken, director of U.S. marketing, Moose To
