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Fortune
Fortune
Emma Hinchliffe, Joseph Abrams

How Sloomoo's founders turned slime into a $30 million business

(Credit: Courtesy of Sloomoo)

Good morning, Broadsheet readers! Goldman Sachs's head of corporate board engagement connects companies with diverse leaders, Tracy Kasper resigned as president of the National Association of Realtors, and slime is a $30 million business for one startup. Have a wonderful Wednesday!

- Slime time. In 2018, Karen Robinovitz was visited by a friend and her friend's 10-year-old daughter. Robinovitz was in the middle of a deep depression after the death of her husband and the killing of her cousin in the Parkland shooting. She started playing with the slime her friend's daughter brought with her, and before she knew it, four hours had gone by. "I wasn't in any of my grief," she remembers. "All of my depression was gone."

Robinovitz became obsessed with slime, the squishy, glue-based product that has become popular among kids and others. She immediately told another friend, Sara Schiller, about her new obsession. Schiller had been through her own challenges and quickly latched onto slime's sensory benefits for neuro-diverse people. "All of a sudden, we found ourselves talking about slime every single day," Robinovitz says.

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