Sloomoo Institute
Sloomoo Institute is a New York-based experiential retail company founded in 2019 that operates slime-focused destination venues in nine US cities and a smaller MiniMoo mall format. It sells ticketed immersive slime experiences, private events, and branded merchandise to families and Gen Alpha consumers via direct-to-consumer channels.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Sloomoo Institute does
Sloomoo Institute is a privately held, New York-headquartered experiential retail company founded in 2019 by Karen Robinovitz and Sara Schiller that operates slime-focused destination venues across major US cities. The core product is the full-size Sloomoo Institute experience — an immersive destination featuring over 500 gallons of slime, 13+ interactive "slimescapes," DIY slime creation bars, slime falls, foam pits, and Slingshot Slime stations, with a combinatorial offering of 8 textures, 60 scents, 40 colors, and 120 charms yielding more than 4 million unique slime creations. The company also operates a smaller-format Sloomoo MiniMoo mall retail concept and an e-commerce platform at sloomooslime.com selling slime products and branded merchandise.
The business makes money through four primary streams: experiential ticket sales at physical locations, direct-to-consumer e-commerce, private event bookings (birthday parties, corporate events, field trips, social events, and the "Sloomoo to You" mobile offering), and brand partnerships/licensing including a pop-up Slime Life Café co-branded with MGA Entertainment in late 2025. Customers pay per-visit for the ticket-driven experience and per-transaction on e-commerce, with pricing not publicly disclosed. Sloomoo targets families with children and Gen Alpha consumers, reaching them through an influencer-led and creator-partnership marketing motion, seasonal activations (Sloomooween, Slime Football Club), and active social and YouTube channels.
The company employs 51–100 people and has expanded from its New York flagship to nine announced US markets including Los Angeles, Atlanta, Chicago, Houston, Charlotte, Boston, Philadelphia, and Washington D.C. It raised $5.8 million in Series A funding in September 2022 led by Nicole Shanahan with participation from Raptor Group and Randi Zuckerberg; no subsequent financing has been disclosed. Operational tech is described as experiential retail infrastructure and proprietary slime formulations rather than any disclosed AI/ML, software platform, or data product.
Sloomoo Institute firmographics
Firmographics- Name
- Sloomoo Institute
- Legal name
- Sloomoo Institute
- Website
- https://sloomooinstitute.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Sloomoo Institute is a New York-based experiential retail company founded in 2019 that operates slime-focused destination venues in nine US cities and a smaller MiniMoo mall format. It sells ticketed immersive slime experiences, private events, and branded merchandise to families and Gen Alpha consumers via direct-to-consumer channels.
- Ownership category
- akta.pro rank
Sloomoo Institute industry classification
Industry- Product category
- Experiential Family Entertainment
- NAICS
- Amusement and Theme Parks (71311)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Snow Tubing, Sledding & Winter Fun Parks (THAAAJAG)
Keywords
Where Sloomoo Institute is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices9 records
Markets served
Sloomoo Institute business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Others
Revenue model
- Experiential Ticket Sales: Customers purchase tickets to visit Sloomoo Institute locations, which feature over 500 gallons of slime across multiple interactive stations and experiences including slime falls, foam pits, and DIY slime creation bars.
- E-commerce Slime Products: The company operates an e-commerce platform (sloomooslime.com) selling slime products, merchandise including t-shirts, accessories, bag charms, fidget toys, and slime supplies. Also offers seasonal slime drops and creative releases.
- Private Events: Revenue generated from booking private events including birthday parties, corporate events, field trips, and private group bookings at physical locations.
- Licensing and Brand Partnerships: Sloomoo Institute licenses its brand and creates co-branded experiences with partners like MGA Entertainment for pop-up activations such as the Slime Life Café.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Sloomoo Institute product offering
Product offeringCore offering
Sloomoo Institute operates immersive slime-focused experiential destinations where guests interact with over 500 gallons of slime across 13+ themed 'slimescapes,' including slime falls, foam pits, and DIY creation bars. The company sells admission tickets to these venues, operates a smaller-format MiniMoo mall retail concept, runs an e-commerce store (sloomooslime.com) selling slime products and merchandise, and hosts private events including birthday parties, corporate gatherings, and field trips.
Product overview
Sloomoo Institute operates as a slime-focused experiential destination with a portfolio of immersive entertainment offerings. The core product is the full-size Sloomoo Institute experience featuring over 500 gallons of slime and 13+ interactive slimescapes where guests can touch, play with, and create slime. Smaller-format MiniMoo locations serve retail environments like malls. The company offers add-on event services including Birthday Parties, Corporate Events, Field Trips, Social Events, and Sloomoo to You (mobile experiences). A seasonal Sloomoo Football Club program runs from June to July featuring special programming and giveaways. The e-commerce platform (sloomooslime.com) sells merchandise and slime products. Partnerships like the Slime Life Café with MGA Entertainment expand the experiential offerings.
Differentiator
Problem solved
Functional benefit
Brands
- MiniMoo: A smaller format Sloomoo location, as seen at King of Prussia Mall. Offers slime-related activities and retail products in a compact footprint.
Products and services
- Sloomoo Institute (Full-Size Experience) Immersive slime-focused experiential destination where guests interact with over 500 gallons of slime across 13+ slimescapes, including slime falls, foam pits, and DIY creation bars. Customers purchase admission tickets.
- Sloomoo MiniMoo Smaller-format Sloomoo location designed for malls and retail environments, offering condensed slime-related activities and retail products suitable for shorter visits and gift purchases.
- Birthday Parties Private party bookings at Sloomoo Institute locations for children's birthday celebrations, featuring exclusive access to slime experiences, party spaces, and custom slime creation activities.
- Corporate Events Team-building and corporate event hosting at Sloomoo Institute locations, offering private access to slime experiences for corporate groups and workplace events.
- Field Trips Educational group visits for schools and youth organizations, providing hands-on slime experiences and learning activities in a controlled, immersive environment.
- Sloomoo to You Mobile or off-site slime experience that brings Sloomoo activities to external venues and events.
- Social Events Social event hosting for adult groups, providing private access to slime experiences in a social setting.
- Slime Life Café Pop-Up Pop-up activation at Sloomoo Institute's Los Angeles location in partnership with MGA Entertainment, featuring Slime Life product-inspired experiences including slime doughnut creation stations, sensory walls, and DIY slime bars.
- Sloomoo E-commerce Platform (sloomooslime.com) Online retail platform selling slime products, merchandise including t-shirts, accessories, bag charms, fidget toys, slime supplies, and seasonal slime drops.
Companies that use Sloomoo Institute
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Sloomoo Institute technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sloomoo Institute partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MGA EntertainmentcoreMGA Entertainment partnered with Sloomoo Institute to launch a pop-up Slime Life Café at Sloomoo's Los Angeles location from November 19 to December 21. The activation features Slime Life product-inspired experiences including slime doughnut creation stations, sensory walls, and DIY slime bars. The collaboration leverages both brands' positioning around playful, tactile play experiences and drives engagement through experiential retail.
Scale indicators4 records
Recent moves8 records
Expansion highlights6 records
Sloomoo Institute competitors and assessment
Company assessmentDirect peers
- Meow Wolf: Operator of large-scale immersive art experiences (House of Eternal Return, Convergence Station, etc.) in multiple US cities. Comparable in operating model — ticketed, walk-through immersive entertainment venues targeting families and social media audiences — though with a broader art-exhibit positioning.
- ARTECHOUSE: Tech-driven immersive art experience operator with locations in NYC, DC, Houston, Miami, and other cities. Comparable as a multi-city, ticketed immersive experience targeting similar family and tourist demographics.
- Candytopia: Immersive candy-themed experiential attraction that has operated in multiple US cities. Closely comparable as another dessert/sweets-adjacent experiential museum targeting families and social-media-driven visitors with ticketed entry and photo-worthy installations.
- Museum of Ice Cream: Operator of multiple immersive, dessert-themed experiential museums in major US cities (NYC, LA, Chicago, etc.). The most direct peer — same 'experiential museum' format, same target audience of families and Gen Alpha/Gen Z consumers, same social-media-driven marketing model, and similar multi-city rollout strategy.
- Color Factory: Immersive color-themed interactive art experience with locations in NYC, SF, Houston, and Chicago. Comparable as a ticketed, multi-city experiential museum targeting similar demographics and relying on Instagram-driven foot traffic.
- The FRIENDS Experience: Traveling and permanent ticketed experiential pop-up based on the FRIENDS TV franchise, operated in major US cities. Comparable as a ticketed, photo-worthy family/friend-group experiential attraction leveraging social-media virality.
Broad incumbents
- Wonderverse: Larger indoor family entertainment center concept combining dining with immersive attractions. Comparable as a multi-format indoor family entertainment operator, though operating at a broader scale and with food-and-beverage integration Sloomoo does not yet have.
- LEGOLAND Discovery Center: Established indoor family entertainment centers operated by Merlin Entertainments featuring LEGO-themed attractions. Comparable as a multi-location, indoor, family-targeted immersive play experience — though backed by a much larger entertainment conglomerate and a globally recognized IP.
- Nickelodeon Universe / Slime-based IP experiences: Nickelodeon-branded theme parks and slime experiences embedded in larger entertainment complexes (e.g., American Dream). Comparable as a slime-themed entertainment IP operator targeting the same Gen Alpha demographic — though operating at a much larger scale and backed by Paramount's media IP.
Emerging players
- Slime Obsidian / DIY Slime Brands: Online-only and small-batch DIY slime brands (e.g., Obsidian Slime, Snoop Slime, Pinkfong slime products) that compete for the same slime-loving Gen Alpha consumer with much lower-cost home kits and merchandise. They erode Sloomoo's price-value proposition for cost-sensitive families.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Sloomoo Institute social profiles
Digital presenceSloomoo Institute financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sloomoo Institute leadership team
Management profileNumber of profiles
Profiles3 records
Sloomoo Institute funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sloomoo Institute M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sloomoo Institute
What does Sloomoo Institute do?
Sloomoo Institute operates immersive slime-focused experiential destinations where guests interact with over 500 gallons of slime across 13+ themed 'slimescapes,' including slime falls, foam pits, and DIY creation bars. The company sells admission tickets to these venues, operates a smaller-format MiniMoo mall retail concept, runs an e-commerce store (sloomooslime.com) selling slime products and merchandise, and hosts private events including birthday parties, corporate gatherings, and field trips.
Is Sloomoo Institute a public or private company?
Sloomoo Institute is a private company. It is classified as venture growth investor backed and is currently operating.
When was Sloomoo Institute founded?
Sloomoo Institute was founded in 2019. It employs 51 to 100 people.
Where is Sloomoo Institute based?
Sloomoo Institute is headquartered in New York, United States, in the North America region.
How does Sloomoo Institute make money?
Four revenue lines are on record. Experiential Ticket Sales are the primary driver. The others are E-commerce Slime Products, private Events and licensing and Brand Partnerships.
Who are Sloomoo Institute's main competitors?
Direct peers on record are Meow Wolf, ARTECHOUSE, Candytopia, Museum of Ice Cream, Color Factory and The FRIENDS Experience. Broad incumbents are Wonderverse, LEGOLAND Discovery Center and Nickelodeon Universe / Slime-based IP experiences. Slime Obsidian / DIY Slime Brands is listed as an emerging player.
Does Sloomoo Institute have an API?
No public API is recorded for Sloomoo Institute.
What industry is Sloomoo Institute in?
Sloomoo Institute's product category is Experiential Family Entertainment. Its primary akta.pro industry code is THAAAJAG, Snow Tubing, Sledding & Winter Fun Parks. Its NAICS code is 71311 and its SIC code is 3944.