In a sticky corner of London’s Regent Street, kids in rainboots and adults with glasses in hand smear glowing green and neon blue slime across their hands. This is Gootopia, where slime isn’t just a science experiment—it’s a business. For 2025, the company posted a £16,000 profit, reversing a £22,000 loss from the year before.
From one store to twelve
Founded in 2018, Gootopia has grown from a single venue to 12 locations across the UK. The company now employs 45 staff, up from 35 in the previous year. Steph McGovern, the former BBC and Channel 4 presenter, was an early investor in the business and has spoken about its challenges and successes on her 'Rest is Money' podcast.
McGovern noted that business rates, minimum wage increases, and higher national insurance payments all hit the company during its expansion phase. 'Running a growing business is tough,' she said in a recent episode of the podcast. 'Each year, costs rise, and you have to make sure the business can keep up.'
New markets and messy nights
Gootopia has expanded beyond children’s parties into new areas. The company now offers mobile slime events and 'slime and wine' nights for adults. These adult events, held at various venues, include 'vibrant colours, cheeky mix-ins, and even sexy scents,' as the company describes.
Partnerships with Hamleys—hosting slime events at both the flagship Regent Street store and Westfield shopping centre—have helped boost visibility. Customers leave with two custom-made pots of slime, a memorable take-home from a messy night out.
The tax bill for the year more than doubled, as Gootopia counted the cost of growth. But with a new line of events and a strong year-end result, the company seems to have found a sticky formula.