As almost any family with young children will tell you, 2017 will be remembered for the incredible phenomenon that is slime. This DIY trend and social media craze, turned serious hobby, drove tremendous growth over the course of the year.
The internet exploded with slime tutorials and slime experts sharing their creations, attracting millions of viewers and fans across the globe. As a result, the slime craze is more popular than ever and has driven a significant increase in demand for slime’s primary ingredient: Elmer’s Glue.
Slime has not only become popular among children and teens, but even adults! It’s an easy craft product to create at home or school, simply requiring Elmer’s Glue, baking soda and contact lens solution. The possibilities are endless for crafters to personalize slime, adding anything from food coloring and glitter, to sparkles and more.
Before the slime phenomenon began, the number one selling item for Elmer’s was the 4 oz. White School Glue. Today, the best-selling Elmer’s item is the gallon-size White School Glue, thanks to consumers’ creating multiple “extra-large” batches of slime to share with family and friends.
The Elmer’s marketing team leapt into action to fuel the demand even further, creatively developing new product lines and gift packs, including Elmer’s Magical Liquid, Elmer’s Slime Starter Kits, Elmer’s Slime Packs and, most recently, Glow in the Dark Glue.
As one of Newell’s biggest marketing successes of 2017, Elmer’s bottled almost 200 million bottles of glue throughout the year.
2017 was a transformative year for our E‑commerce Division, which now employs more than 400 people. These e‑commerce experts helped generate strong double‑digit growth in 2017 across our e‑commerce business. In fact, e‑commerce now represents approximately 11 percent of Newell Brands’ net sales.
Already known for its expressive aromas, Yankee Candle doubled down on the power of scented candles to create intimate connections with consumers by introducing Personalized Photo Candles that commemorate fun occasions, capture a moment in time for a selfie‑obsessed generation and help enhance home décor.
