Elmer's Products

What Elmer's Products does

Elmer's Products, Inc. is a wholly-owned subsidiary of Newell Brands that manufactures and sells a portfolio of washable, non-toxic adhesive products and children's craft supplies under the Elmer's brand. The company's core offerings include liquid school glue, glue sticks (including the signature Disappearing Purple formulation), multi-purpose Glue-All, and a specialty glue line featuring glitter, metallic, glow-in-the-dark, color-changing, and cosmic effect variants. Beyond adhesives, Elmer's has built a complete slime ecosystem comprising premade Gue slime, themed DIY Slime Kits, and Magical Liquid all-in-one slime activator, complemented by adjacent products such as Squishies DIY kits, Stretch 'N Create dough, and Spray It! outdoor chalk.

The company's technology differentiation centers on consumer-facing formulation innovations rather than digital or AI capabilities: patented disappearing-color glue that aids child application, glow-in-the-dark and UV-reactive chemistries, and an activator that consolidates the traditional multi-ingredient slime recipe into a single product that yields twice as much slime per use. Manufacturing is anchored in Statesville, NC, with sales and distribution operations extending to Canada (Brampton, ON) and international markets across Europe and Asia-Pacific.

Elmer's generates revenue primarily through one-time consumer purchases via mass retail (Walmart, Target, Amazon), craft stores (Michaels, JoAnn), office supply retailers (Office Depot, Staples), discount channels (Dollar General, Dollar Tree), warehouse clubs (BJ's), and its direct-to-consumer e-commerce site elmers.com. Its customer base spans three core segments — schools and teachers, parents and children for home crafting, and office/professional users — anchored by the "#1 Teacher Brand" positioning cultivated over 70+ years. The brand is reinforced through K-12 educational partnerships, a content marketing blog with 46+ craft activities, and charitable programs including a national sponsorship of the Kids In Need Foundation.

Name

Elmer's Products

Legal name

Elmer's Products, Inc.

Website

http://elmers.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Elmer's Products is a Newell Brands subsidiary that manufactures and retails washable, non-toxic adhesives and children's craft supplies — including school glue, glue sticks, slime kits, squishies, and outdoor chalk — selling through mass retailers, craft stores, and e-commerce to teachers, parents, and children.

Ownership category

akta.pro rank

Product category

Consumer Adhesives & Craft Supplies

NAICS

Adhesive Manufacturing (32552), Office Supplies (except Paper) Manufacturing (339940)

SIC

Pens, Pencils & Other Artists' Materials (3950)

akta.pro primary industry

Adhesives (Structural & Assembly) (IMAEAGAH)

Keywords

• School glue
• Adhesive products
• Craft supplies
• Slime kits
• Office adhesives

Headquarters

HQ city

Westerville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Consumer Adhesive Products: Elmer's generates revenue through the sale of adhesive products including liquid school glue, glue sticks, multi-purpose glue, and specialty glues. Products are sold as one-time purchases through retail stores and e-commerce, with prices varying by product type and size.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Elmer's Products manufactures and sells washable, non-toxic adhesives and craft supplies, including liquid school glue, glue sticks, multi-purpose glue, specialty glues (glitter, glow-in-the-dark, color-changing, metallic), premade slime, DIY slime kits, slime activators, and complementary craft products such as squishies and dough kits. The company also sells office adhesives for stationery and professional use. Products are sold through major retail chains and the brand's own e-commerce site.

Product overview

Elmer's Products is a consumer crafts and adhesives company offering a portfolio of washable, non-toxic glue products and slime-making supplies primarily for children and educators. The core product line includes Liquid School Glue, Glue Sticks, Multi-Purpose Glue (Glue-All), and Specialty Glues with visual effects. The slime ecosystem consists of Gue premade slime, Slime Kits (all-inclusive DIY kits), and Slime Activator (Magical Liquid). Complementary products include Squishies DIY kits, Stretch 'N Create dough kits, and Spray It! Outdoor Play chalk systems. BlooStick Buddies represents a branded glue stick sub-line with character-themed caps. The company positions itself as the #1 teacher-preferred brand, with products available through major retailers.

Differentiator

Problem solved

Functional benefit

Brands

• Elmer's BlooStick Buddies: A line of glue sticks featuring special characters on caps with anti-roll design, going on blue and drying clear.
• Elmer's Gue
• Elmer's Magical Liquid
• Stretch 'N Create
• Elmer's Squishies

Products and services

• Liquid School Glue Washable, non-toxic white or clear glue designed for school projects and arts and crafts. Serves as the primary base for making slime and bonds to paper, wood, cloth, and pottery.
• Glue Sticks Solid adhesive sticks in various formulations including Disappearing Purple, All-Purpose, Extra Strength, Scented, Color 'N Glitz, and BlooStick Buddies. Designed for paper crafts, school projects, and easy no-mess application.
• Multi-Purpose Glue (Glue-All) Extra-strong liquid adhesive for household repairs, crafts, and school projects. Bonds to paper, ceramics, leather, fabric, wood, and more with a quick-drying formula.
• Specialty Glue Premium glues with special effects including Glitter Glue, Metallic Glue, Color Changing Glue, Glow-in-the-Dark Glue, and Cosmic Glue for creative crafting and slime-making.
• Gue (Premade Slime) Ready-to-play premade slime in various textures and themes including Glassy Clear, Fruity Slushie, Cosmic Shimmer, Unicorn Dream, Butter, Fluffy, and more. Comes with mix-in add-ons for customization.
• Slime Kits All-inclusive DIY slime-making kits containing various combinations of colored glues, slime activators, and accessories. Available in themed varieties like Butter Slime, Fluffy Slime, Cloud Slime, Neon Sky, Metallic, Confetti, Fairy Dust, Dinosaur Night, Jungle Jam, and All-Star.
• Slime Activator (Magical Liquid) All-in-one slime activator solution that transforms Elmer's glue into slime without the need for contact lens solution or baking soda. Available in regular, crunchy, fluffy, butter, and scented formulations.
• Squishies DIY squishy toy kits that allow children to create surprise squishy characters. Kits include everything needed to make squishy toys in under 60 minutes, with collectible character themes.
• Stretch 'N Create Arts and crafts dough kit for sensory play and creative activities. Designed to improve fine motor skills and foster imagination in children.
• Spray It! Outdoor Play Washable Liquid Chalk Pressurized liquid chalk sprayer system for outdoor chalk art on surfaces including asphalt, concrete, grass, and snow. Includes washable chalk in various colors including glow-in-the-dark variants.
• BlooStick Buddies Glue sticks featuring special character designs on caps with anti-roll functionality. Goes on blue and dries clear, with playful characters that encourage children to keep caps on.

Quantifiable outcome

• Elmer's Magical Liquid makes twice as much slime compared to prior formula
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Kids In Need FoundationcoreStrategic or Co-development PartnerElmer's is a national sponsor of the Foundation's 'Elmer's Teacher Tool Kit' program, which provides grants for teachers to replicate successfully-proven classroom projects. Elmer's also donates product to the Foundation's national network of resource centers where teachers from low-income schools can obtain free school supplies.
• Science BuddiesminorStrategic or Co-development PartnerEducational partnership providing science-related resources and activities for students and teachers.
• The Ohio State UniversityminorStrategic or Co-development PartnerEducational institution partnership supporting children and their opportunities to create, build and learn.
• The University of AkronminorStrategic or Co-development PartnerUniversity partnership focused on education and creative learning initiatives.
• Columbus College of Art and Design (CCAD)minorStrategic or Co-development PartnerArt and design college partnership supporting creative education and student opportunities.
• How2RecycleminorStrategic or Co-development PartnerElmer's has partnered with How2Recycle, a standardized labeling system that clearly communicates recycling instructions to the public. Elmer's will include consumer-friendly recycling labels on future packaging.
• Champions for KidsminorStrategic or Co-development PartnerCharitable organization partnership providing supplies and support to children most in need.
• How2RecycleminorStrategic or Co-development PartnerPartnership to include How2Recycle consumer-friendly labels on Elmer's packaging to clearly communicate recycling instructions for glue bottles and containers.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• 3M Company: 3M is a diversified industrial conglomerate with a sizable consumer adhesives business (including Scotch, Post-it, and various tapes and glues). Overlaps with Elmer's in consumer retail adhesives but as part of a much broader industrial and consumer portfolio.
• Hasbro (Play-Doh brand): Hasbro owns Play-Doh and other children's activity brands that compete in the same kids' creative play space (modeling compounds, DIY kits). Larger toy and entertainment conglomerate with overlapping end consumer but broader product portfolio than Elmer's.
• Newell Brands: Newell Brands is the parent conglomerate of Elmer's and owner of overlapping office, craft, and writing brands (Sharpie, Paper Mate, Parker, Yankee Candle, etc.). Provides a top-down view of how Elmer's is positioned within a diversified consumer goods portfolio.
• Henkel (Loctite / Pattex / Pritt): Henkel is a global adhesives leader with consumer-facing brands including Loctite, Pattex, and Pritt glue sticks that compete directly with Elmer's glue sticks in Europe and other markets. Much larger industrial and consumer adhesives portfolio; Pritt in particular is the European school glue equivalent to Elmer's.

Direct peers

• Cra-Z-Art: Cra-Z-Art is a direct competitor in the children's craft and adhesive category, with overlapping glue sticks, slime kits, and DIY activity products sold through mass and dollar retailers. Comparable positioning around kid-safe, washable craft products and a similar value-channel distribution footprint.
• Gorilla Glue Company: Gorilla Glue competes in the consumer adhesives category (super glue, epoxies, construction adhesives) across the same mass and hardware retail channels. Comparable brand-led adhesives business with a focus on differentiated, performance-positioned SKUs.
• Dixon Ticonderoga (Prang): Dixon Ticonderoga (owner of Prang art supplies) competes in the school and art supplies category with crayons, markers, paints, and adhesives. Direct overlap in K–12 classroom purchasing and similar North American retail footprint.
• Faber-Castell: Faber-Castell is a global art and writing supplies manufacturer with strong teacher and student channel presence. Comparable in children's creative products (pencils, markers, modeling clay) and in the school and back-to-school retail channel dynamics.
• Crayola LLC: Crayola is the dominant children's art supplies brand (crayons, markers, paints) with strong teacher and parent affinity. Directly comparable in targeting the same K–12 and home-craft consumer with adjacent creative-products categories and similar retail placement.

Others

• Avery Dennison: Avery Dennison is a global leader in pressure-sensitive adhesive labels and materials, with adjacent adhesive technology exposure to the same retail and office supply channels as Elmer's. Comparable in adhesive science but predominantly B2B rather than direct consumer glue competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/elmers
• Facebookfacebook.com/elmers

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Elmer's Products