Sensory slime sensation targets international expansion
A self-confessed “accidental entrepreneur”, who became a manufacturer of colourful sensory putty, has secured a match-funded grant from the South Yorkshire Business Productivity Programme.
Ruby Sheldon launched her Carlton-based business, Slime Party UK, in 2018. Inspired by her daughter, who wanted to celebrate her birthday by inviting her friends to make slime together, Sheldon decided to take matters into her own hands and began developing slime making workshops.
She started receiving requests from other parents to host similar events. Sensing a business opportunity she decided to advertise her slime parties on a social media platform. Within a month, she had secured party bookings for a full 12 months.
When the pandemic forced Sheldon to suspend the slime parties, she developed her own unique compound, a sensory putty with a butter-slime texture designed to be thick and easy to hold, but also the perfect texture for stretching, squashing and encouraging sensory play.
Her products caught the eye of retailer Toymaster, and today Slime Party UK produces over 4,000 tubs of Sheldon’s sensory putty each week.
Sheldon grew her business, combining a manufacturing facility and shop in Barnsley which opened its doors earlier this year.
With plans to expand overseas, she knew she needed to re-think the way her sensory putties were manufactured, enabling her to increase production to meet demand. She contacted Enterprising Barnsley for help.
Working with key account manager Paul Johnson, she secured funds through the South Yorkshire Business Productivity Programme, a match funded ERDF grant scheme, to enable her to automate her packaging processes.
The funds helped Slime Party UK invest in a labelling machine, allowing labels to be added to pots of sensory putty automatically.
Since installing the new equipment, Slime Party UK has started to forge an international distribution network. Additional capacity created within the business has enabled Sheldon and her team to start developing a new range of sensory putties.
Sheldon said: “From my very early days of trading, I’ve worked with the Enterprising Barnsley team: initially, through the Launchpad business support programme, which helped me to understand how to run a business, and they have also provided help and assistance as the business has grown and evolved.
“One of the barriers we faced was the way each tub of slime was packaged. I knew automating part of the production process could help, but the costs of purchasing the machinery were prohibitive.
“Paul suggested that I should apply to the Business Productivity Programme, and since securing the funds, it has helped transform the business.”
Johnson said: “Ruby understood employing two members of staff to stick labels on her completed products was causing something of a bottleneck in her production line and realised that if the process was automated, her workforce could be used more effectively.
“The Business Productivity Grant scheme was developed to help businesses across South Yorkshire overcome barriers to growth, and for Slime Party UK this meant being able to free up staff, which will help the business to increase current production levels.”
The Business Productivity Programme is funded by the European Regional Development Fund. It provides businesses with 50% grant funding up to a maximum of £12,499, and the other 50% must be provided by the business.
The maximum project application is £24,999 and can include investment in new equipment or machinery and consultancy services to help them overcome barriers to growth. The scheme is delivered by Enterprising Barnsley, Business Sheffield, Business Doncaster and the Rotherham Investment and Development Office.
