Slime Is All Over Instagram, and It's Paying Off for Brands That Make or Sell the Ingredients

Michaels, Elmer’s and McCormick & Co. are benefiting from the trend

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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.

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This story first appeared in the May 8, 2017, issue of Adweek magazine. Click here to subscribe.