Think about how much money one spends on fun things for younger kids. New toys for Christmas and birthdays, birthday parties, activities for them and their friends. I can only imagine the feeling when a parent sees their kid hooked on a toy that boosts their creativity, and is hands-on. But what about when people start posting about it on social media? Then it goes viral and stores run out!

That’s right -- Elmers Glue! Slime has gone viral on Instagram and Pinterest in late 2016 and early 2017, and now stores everywhere are out of the childhood staple

Stores can’t keep glue on the shelves because so many kids are making slime…mine included. #5StoresAndCounting #ScienceFairProblems pic.twitter.com/bhgkJXiMlK
— Shari Diaz (@NailahRaqs) February 22, 2017

But not to worry! A.C.More to the rescue for this Twitter mom and her daughter.

Thanks @officialacmoore Tons of glue!! You made my little girl happy and saved her science fair project #slimechronicles #7storeslater pic.twitter.com/wgnlvKN0yO
— Shari Diaz (@NailahRaqs) February 25, 2017

Articles by USA Today and Business Insider told the story with first hand accounts about the glue shortage… the primary source? Their tweets!

USA Today spent more time informing the reader about slime (its uses and an abbreviated description of how to make it), but Business Insider (BI) was PR to the rescue for Elmer’s Glue by sharing positive messages for new products to come to solve the recent glue drought.

@kvengeance29 Sorry for our delay, Kristin. But we may be adding gallon clear glue later this year. Be on the lookout

— Elmer’s (@Elmers) February 16, 2017

Sorry, @NhatPham -the slime trend has led to lots of glue purchases! If local stores are out, we recommend online retailers in the meantime
— Elmer’s (@Elmers) March 2, 2017

Not only did Business Insider spread the good messages from Elmer’s and their parent company, Business Insider also took a look at how the new slime trend has driven demand and sales of slime over the past few months. According to NBC News, one mom confessed she buys over 20 bottles of glue a month for her daughter to make slime.

This slime, or flubber as we called it where I went to school, has been around for years -- a decade and a half that I can account for. What if this new obsession with slime and shortage for Elmer’s Glue is almost one big PR scheme? What if we are a part of a delirious advertisement for Elmer’s Glue?