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Slime gets the ultimate glow-up
The toy industry is undergoing a major cultural shift, with Gen Alpha aging out of traditional toys faster than any generation before. Dolls are declining fastest, as kids under 13 spend nearly $5 billion annually on skincare and makeup. To tap into this shift, we created Gui Gui, the slime for the Sephora generation. For the launch campaign, we leaned into the look and feel of high-end beauty brands, with a playful twist.
Our set concept was a dream beauty destination, inspired by brands such as Sol De Janeiro, Laneige and Drunk Elephant. The animation style drew from the glossy yet dreamlike product videos seen across high-end beauty social feeds.
The soundtrack
We partnered with Canadian singer/songwriter Maya Malkin to create an original track aimed at a tween audience, with multiple versions to work seamlessly across TV, digital and social.
The brand launch also included an experiential event at The Grove shopping mall in West Hollywood. There were 1200 attendees over two days, including multiple influencers. This single event in LA generated global interest, with 58M social media impressions (and counting!)
Campaign impact
• 925M consumer impressions across all channels
• 134M social media impressions
• Featured on multiple prime time media outlets, including the Today Show, which resulted in a 390% increase in sales
• Sold out repeatedly in the first 3 months
• Outperformed sales targets by 40%
• Moose’s top selling brand in Fall 2025
• Included in the official Emmy Awards gift bags, resulting in over 110M impressions of additional media coverage
