• How the founders of the Sloomoo Institute and others maintained in a year of uncertainty. Read More

  • The institute was founded in 2019, to take advantage of the slime craze popularized by tweens on TikTok. (During the pandemic, adults joined in, drawn by slime’s apparent ability to alleviate anxiety through sensory play.) Read More

  • Sloomoo cofounders Karen Robinovitz and Sara Schiller turned slime into a $30 million business. Read More

  • TODAY’s Sheinelle Jones meets founders Sara Schiller and Karen Robinovitz to learn about the differences they’re making in more ways than one. Read More

  • These friends are ‘delivering joy’ with their slime empire: ‘We created a magical world of play' Read More

  • Slime was a top search term. Now it's an immersive experience. The Sloomoo Institute opened two new locations for its slime museum in Chicago and Atlanta. Watch to see what it's like inside. Read More

  • Sloomoo is a smorgasbord for the senses, a visual, tactile and olfactory world of discovery where slime comes in myriad textures, 60 colors and many fragrances, some supplied by Demeter, the Pennsylvania-based perfume house that created a scent that smells like kitten fur. Read More

  • While Sloomoo is a highly Instagrammable experience, the founders hope you'll spend some time away from your phone and immersed in the moment during your 90-minute visit to truly have the slime of your life. Read More

  • The slime-centric take on the experience economy is part play space, part mental escape. Read More

  • So much of life is hard, dismally serious. But at least there is slime, to make it a little more fun. Read More

  • Last month, Vogue followed around the Brazilian supermodel Alessandra Ambrosio during a jam-packed day in New York City. On the roster? The unveiling of her very own wax figure at the Madame Tussauds museum as well as spending some downtime with her son, Noah. Read More

  • Karen Robinovitz and Sara Schiller knew they wanted to build a business around “slime,” and for the past year they have been throwing goo around to see what would stick. The two friends joined the growing number of experience-based businesses in New York when they opened the Sloomoo Institute in October. Read More
1 16