Slime just got a serious glow-up. Moose Toys is turning heads with its latest innovation: Gui Gui, a beauty-inspired slime line launching June 2025. Blending two of the biggest online trends —the booming beauty industry and TikTok’s #slime, Gui Gui is primed to be the must-have item for kids this year.
Moose Toys disrupts the Toy Industry once again with Gui Gui, this time by capturing the luxe textures, scents, and colours of high-end beauty products and reimagining them for a new generation of kids. The result? A sophisticated, sensory experience that’s as satisfying to unbox as it is to create and collect.
“Moose’s expansion into new categories is always disruptive,” said Paul Solomon, CEO of Moose Toys. “With Gui Gui, we’re merging two of the most socially-driven categories—beauty and slime—and giving them a Moose twist. It’s fresh, creative, and fun, and kids are going to love it.”
Recently launched in the U.S., the brand has delivered strong early results, with impressive first-weekend sales prompting immediate additional orders.
At the heart of the Gui Gui experience is a semi-blind unboxing that taps into the thrill of influencer-style reveals. Each set includes five steps to personalize and “glow up” your slime:
- Unbox to reveal scented slime in a surprise colour
- Mix in a texture booster for that viral crunch or swirl
- Add charms to style and personalize your creation
- Discover a blind collectible figurine, made to top off your masterpiece
- Sprinkle sparkle, then display it proudly in a sleek, cosmetic-grade jar
Gui Gui’s debut lineup includes four texture styles—Gloss, Clear, Butter, and Cloud—each paired with delicious scents like jasmine, coconut waves, and sweet citrus. While slime textures can be chosen at the shelf, the rest is a surprise, making each pack a unique sensory journey. With 25 varieties in total, including a coveted Limited-Edition version (only 1,000 available), Gui Gui is designed to drive repeat excitement and collectability.
With Gui Gui, Moose has once again captured a cultural moment —delivering a trend-driven collectible that captures kids’ love for customisation, creativity, and sensory-rich play with a beauty-inspired twist. Building on this momentum, Moose is set to lead the charge into the second half of 2025 with a slate of innovative launches across multiple categories, including Little Live Pets Ouchies!, Little Live Pets Panda, Scruff-a-Luvs, MrBeast Lab Hybrids, and more. Watch this space!!!
This article originally appeared in Edition 16 of The Toy Universe Magazine
