Sugru, the world’s first ever mouldable glue, is inviting the public to become shareholders with a crowdfunding campaign expected to raise £1 million to support its global expansion.

The Hackney-based company is working Crowdcube, to offer UK residents the opportunity to invest. People can find more details at www.crowdcube.com/sugru.

The capital will be used to build consumer awareness of Sugru and support its retail expansion in the UK, Scandinavia and the USA. An extensive roll out of the product is already underway across 4,000 stores at major US retailers including Lowe’s Home Improvement and Target.

Sugru inventor and CEO, Jane ni Dhulchaointigh (pictured), who hails form Kilkenny, commented: “We’ve now got over one million users around the world who regularly get in touch to share videos and pictures of their latest triumph, however small. These people have helped us perfect the product and build the brand.

“We’re really excited to be launching with equity crowdfunding platform Crowdcube, building on  a number of recent success stories from like-minded businesses who have loyal customer and fan bases and are taking them to the next level as shareholders and product evangelists.”

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Sugru moulds like play dough, sticks to almost anything and turns into a strong flexible rubber overnight.

Having launched the brand online in 2010, the company has spent the last five years focussing its efforts on building the brand within the UK and securing permanent listings with key retailers including B&Q, Maplin, Robert Dyas and Homebase.

Jane added: “The fact that people in almost every country will always need to fix and improve things means that global potential for Sugru is enormous.”