ZURU‘s expanding ZURU OOSH collection now includes Cotton Candy Cuties in the mix. The new range hits stores backed by a marketing campaign that has already scored more than 3 million views in recent months thanks to partnerships with popular YouTubers.

The fluffy slime stretches more than 3000% in size and includes a surprise collectible cutie hidden inside. ZURU OOSH rides the popular compounds trend, pairing tactile elements of foam and slime with a slow-rise squishy toy. Cotton Candy Cuties comes in four scents and colors — watermelon (turquoise), lemon (yellow), strawberry (pink), and grape (purple).

The ZURU OOSH brand includes putty, slimes, and foams. Among the key drivers are Never Wet Sand — an underwater compound that  stays together, but turns back into dry sand immediately upon removal from water; OOSH Putty that kids can bounce, tear, or stretch; and Fun Foam modeling compound.