guigui

What guigui does

Gui Gui (legal entity: Gui-Gui Store) is a small, privately held, founder-owned consumer brand that designs and sells DIY scented slime kits targeted at children aged six and older and their parents. The company is headquartered at 250 Page Ave, Staten Island, New York, and operates as an e-commerce brand with no disclosed institutional funding, management team, or corporate structure. Its stated origin is a passion project between creative friends, and the brand narrative emphasizes safe, non-toxic, mess-free creative play.

The product portfolio centers on four core SKUs — Butter & Cloud, Clear & Gloss, Shimmer Deluxe Duo, and Styles Vary — built around four slime texture categories (Gloss, Clear, Butter, Cloud) and 13 collectible variants, each kit comprising a slime base, decoration packs (charms, beads), a vessel, and a surprise figurine. The "technology" is essentially a formulated consumer good: proprietary non-toxic recipes, multi-texture formulations, scent infusion, and collectible packaging. There are no software, app, API, SDK, or AI components disclosed. The underlying competitive claims (safety, sensory variety, collectibility) are functional and brand-level rather than technologically differentiated.

Go-to-market is multi-channel but Amazon-centric: the company website (theguigui.com) acts primarily as a brand and content showcase that redirects purchases to Amazon ASINs and participates in the Amazon Services LLC Associates Program (affiliate revenue). Physical retail presence is established through Smyths Toys in the UK. Revenue mechanics are one-time unit sales plus Amazon affiliate fees, with no subscription, licensing, or recurring model. Customer segments are horizontal: children (ages 6+) and families seeking sensory and creative play. Pricing is not publicly disclosed and varies by Amazon listing.

Name

guigui

Legal name

Gui-Gui Store

Website

https://theguigui.com

Company type

Private

Operating status

Operating

Ownership category

akta.pro rank

Product category

Children's Craft Kits

NAICS

Hobby, Toy, and Game Retailers (459120), Health and Personal Care Retailers (4561)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Kids Fragrance (CRABAJAN)

akta.pro secondary industry

Fragrance Gift Sets & Discovery Kits (CRABADAI)

Keywords

• Children's slime kits
• DIY craft toys
• Sensory play products
• Collectible toys
• Kids creative play

Headquarters

HQ city

Staten Island

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Slime Kit Sales: Primary revenue from selling physical DIY slime kits. Each kit includes slime base, decoration packs (charms, beads), a vessel/container, and surprise figurine. Products are sold as one-time purchases through website, Amazon, and retail stores.
2. Amazon Affiliate Program: Website participates in Amazon Services LLC Associates Program, earning advertising fees by linking to amazon.com product pages.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Gui Gui designs, manufactures, and sells DIY scented slime kits for children ages 6 and older. Each kit includes a non-toxic scented slime base, decoration packs (charms, beads), a vessel/container, and a surprise collectible figurine. The product line spans four texture types (Gloss, Clear, Butter, Cloud) with 13 collectible variants, marketed as a sensory play experience combining texture, scent, and visual sparkle.

Product overview

Gui Gui is a children's creative play brand offering DIY slime kits designed for kids ages 6 and up. The product line centers on scented, textured slime kits that allow children to create, customize, and collect different slime variants. The portfolio consists of four main product SKUs differentiated by texture type (Butter, Cloud, Clear, Gloss) and special variants (Shimmer Deluxe Duo). Each kit includes a slime base, surprise figurine, decoration packs (charms, beads), and a vessel/container. The brand emphasizes 13 collectible slimes across four texture categories, combining sensory play with luxury aesthetics through scents, sparkles, and satisfying textures.

Differentiator

Problem solved

Functional benefit

Products and services

• Gui Gui Slime Kit – Scented Slime Butter & Cloud DIY slime kit allowing children to create scented butter and cloud-textured slime with add-ons and surprise figurines.
• Gui Gui Slime Kit – Scented Slime Clear & Gloss DIY slime kit enabling children to create scented clear and glossy slime with decorations and collectible surprise figurines.
• Gui Gui Slime Kit – Scented Shimmer Deluxe Duo Premium DIY slime kit featuring scented shimmer slime with deluxe duo components for enhanced creative play.
• Gui Gui Slime Kit – Scented Slime Styles Vary DIY slime kit with scented slime in varying styles, featuring surprise figurines and decorative elements for customizable play.

Quantifiable outcome

• Improvement in fine motor skills and hand-eye coordination through slime manipulation activities
• +2 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon serves as the primary distribution channel for Gui Gui products. The company's website actively links to Amazon product pages for purchasing. Gui Gui participates in the Amazon Services LLC Associates Program, an affiliate advertising program where the site earns advertising fees by linking to amazon.com products.
• Smyths ToysminorChannel Partner/ Reseller/ DistributorSmyths Toys is a UK-based toy retailer that stocks Gui Gui slime kits in their physical stores and online. This partnership provides brick-and-mortar retail presence in the UK market.

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Elmer's Products: Category-defining glue brand that has extended deeply into children's slime kits and sensory play, leveraging dominant shelf presence at Walmart, Target, and Amazon. Indirect but powerful competitor to Gui Gui in the same slime category.
• Learning Resources: Established educational toy brand carrying sensory, fine-motor, and STEM play items into schools, therapy providers, and consumer retail. Comparable to Gui Gui on the developmental/educational positioning for kids.
• Nickelodeon (Slime): Owns the cultural 'slime' IP and has licensed slime toy lines through partners. Sets the trend ceiling Gui Gui's category is benchmarked against, though distribution is brand-led rather than directly competitive.

Direct peers

• Cra-Z-Art: Long-standing children's novelty and craft kit maker with a slime product line sold at mass retail. Comparable to Gui Gui on DIY kids' craft kits, retail distribution model, and age range, though significantly larger.
• Crazy Aaron's Thinking Putty: Specialist manufacturer of sensory putties and slimes sold as collectible, scented, textured consumer kits. Directly comparable to Gui Gui on product format, sensory positioning, age targeting, and collectible variant strategy.
• Toysmith: Manufacturer and distributor of children’s novelty toys, slime kits, and sensory play items sold through mass-market and toy retail channels. Direct competitive overlap with Gui Gui on product type and channel strategy.

Emerging players

• Educational Insights: Educational toy maker with sensory and STEAM-focused kits for children ages 5+. Adjacent to Gui Gui on developmental play, classroom/parent positioning, and age target.
• Fat Brain Toys: Specialty retailer/curator of developmental and sensory toys, including slime and putty items, for the same parental buyer Gui Gui targets. Channel-overlap more than product-overlap but meaningful for end-customer reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

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&A

Investments

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

Frequently asked questions about guigui