What If?

Elmer’s is reigniting the slime challenge craze for the holidays.

The company teamed up with YouTubers Collins and Devan Key to craft an epic culmination to the company’s “Elmer’s What If?!” campaign. In a new video, the Keys take slime to new levels as they unveil their What If?! stunt — a bungee jump — to their more than 20 million YouTube subscribers.

“Given their reach, influence, and unparalleled understanding of YouTube and its viewers, we knew we had to partner with Collins and Devan Key,” says Nick Hopf, category marketing director of Elmer’s Products. “From the start, working closely with influencers on the creative and strategic direction of our campaign activations has been a top priority. Collins and Devan Key were terrific partners in sharing their deep understanding of how to develop engaging content featuring slime to drive maximum results.”

The company says that the campaign seeks to “reinvigorate and inspire slime enthusiasts in exciting, innovative ways using Elmer’s glue.” Earlier videos featured unboxings and stunts from other YouTubers including Unspeakable, Moriah Elizabeth, and Life with Brothers, the latter of which used an industrial cement mixer to make more than 300 gallons of slime.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.