Elmer's Glue

CHALLENGE: In the pre-pandemic era (2015-2020), the "slime trend" fueled a surge in Elmer's Glue sales. However, with the trend fading, how could Elmer's leverage this newfound brand awareness and position itself as a coveted children's product for the long term?

SOLUTION:

• Market Research: Researched sales and marketing trends for children's toys, focusing on opportunities to integrate Elmer's glue naturally. 

• Sales: Collaborated with buyers at major retailers (brick-and-mortar stores) to understand in-demand toys and buyer preferences.

• STEM Product Development: Created three concepts for Elmer's-branded STEM kits, targeting large retailers like Michael's, Target, and Walmart. Presented these concepts to Elmer's parent company, Newell Brands.

• Production and Sourcing: Identified vendors approved by Newell Brands for outsourced production and coordinated production with suppliers in China.

• Safety and Compliance: Coordinated the testing of the kits for hazardous materials and chemicals to ensure compliance with US regulations. Worked with the legal department to guarantee adherence to child safety regulations and labeling requirements.

• Sales Analysis and Optimization: Monitored sales data post-launch to identify areas for improvement and optimize future STEM kit iterations.

IMPACT: Capitalizing on the Slime and STEM trend lead to long-term brand development. By strategically leveraging the "slime craze" to enter the STEM toy market, Elmer's maintained its position as a relevant and trusted brand for a new generation of children.