Meet the Founders
How It All Began
This is a personal story from the Co-Founders, Karen and Sara...
"Slime came to us at a really difficult time of our lives. We were both dealing with loss and in mourning. Life was very stressful as it sometimes is. Karen’s friends Melissa and Mike visited her with their then ten-year-old daughter, Mattie. Mattie had slime and ingredients to make her own slime with her. She thought she would be hanging out by herself and needed things to do. But it was Melissa and Mike who were left alone while Karen and Mattie slimed for hours.
'I felt like I was me at 8' Karen remembers, 'I loved slime the first time around, in the 70s, and this moment brought back my old childhood joy.' Karen grabbed Mattie as she was leaving and said, 'Mattie! I had my first smile in over a year. I need more slime! Where do I get the good stuff!' That was the beginning of her obsession.
Karen immediately shared her new love of slime with Sara; together, they started having slime dates as a way of relieving stress. 'We knew we had to bring the magic of what this was to the world,' Sara says.
Sara’s oldest has a rare genetic syndrome and a lot of neuro and physical challenges. When she slimed with her neurotypical sister, Sara and Karen noticed that they were equal in their joy. It was a beautiful moment, one that made them realize that slime was more than a kid’s toy but a way to connect, communicate, and truly feel joy.
Thousands of slimes, brainstorms, and experiments later, they launched Sloomoo Institute, their happy place.
KAREN ROBINOVITZ
Before DBA, she created integrated social media communications strategies for global brands such as Tiffany & Co., Tory Burch, Coach, and Estée Lauder Companies. She spent a decade as an accomplished journalist, contributing to the New York Times, Harper’s Bazaar, Elle, and Marie Claire, amongst others, and was on-air talent on VH-1, E!, MTV and morning shows across the country. She has authored three books, all of which went into over seven printings, and one of which was optioned by Walt Disney Productions for a feature film.
She turned to slime, her favorite toy as a four-year-old (when slime first launched as a consumer product), when she hung out with Mattie, her friend’s daughter in the summer of 2018, during a difficult time of her life, filled with grief and loss.
“When I made and played with slime with my friend’s 10 year-old, I was immediately brought back to a childhood happiness I hadn’t felt in a long time.” She and friend, now co-founder, Sara, began sliming together and the rest is history.
She was recognized in INC Magazine’s Female Founders 250 list (#6) and by Forbes in their annual 50 Over 50 issue. In 2025, Karen was awarded Entrepreneur of the Year in New York by Ernst & Young.
Karen is also an avid art lover and on the Board of Advisors of the Brooklyn Museum.
SARA SCHILLER
Like her partner, Karen, Sara is an avid art collector and was behind the world’s largest blog dedicated to street art - Wooster Collective. In 2006, Sara and her husband opened a critically acclaimed street art pop up in Soho, 11 Spring. Together, the couple authored multiple books, including one of Taschen’s best sellers, “Trespass: A History of Uncommissioned Urban Art.”
She previously worked for Starwood Hotels and earned her MBA from Stern School of Business. She is a slime-making mom to two girls, Sloomoo’s Chief Creative Kids.
She was recognized in INC Magazine’s Female Founders 250 list (#6) and by Forbes in their annual 50 Over 50 issue. In 2025, Sara was awarded Entrepreneur of the Year in New York by Ernst & Young.
Sara lives in SoHo and is on the Board of Advisors of the Brooklyn Museum.
