Surge Brands Appointed Global Licensing Agent Crazy Aaron’s
Surge Brands has announced its appointment as the global licensing agent for Crazy Aaron’s®, a trailblazing company known for its inventive product lines: Thinking Putty®, Land of Dough®, and Slime Charmers™. Celebrating its 25th anniversary last year, Crazy Aaron’s® has become a household name and social media sensation, captivating fans of all ages with its fidget toys that fuse creativity, play, and discovery.
Crazy Aaron’s products, available at a broad range of retailers in six continents, ignite curiosity and wonder with their unique sensory experiences. From magnetic and UV-reactive putty to stress-relieving scents and DIY kits, the brand offers a wide variety of tactile experiences for kids and adults alike. Each product is carefully crafted using Crazy Aaron’s® proprietary formulas, transforming natural phenomena into carefully designed products that are cool, collectible, and tons of fun!
Surge Brands will lead the development of a worldwide licensing and retail program aimed at expanding Crazy Aaron’s® presence across diverse product categories. The focus will be on leveraging the incredible popularity of its flagship products—Thinking Putty®, Land of Dough®, and Slime Charmers™—to engage new audiences in key markets with an initial focus on new products in the Arts and Crafts, Apparel, Candy, Soda, Bedding, and Toy categories.
“Millennials, who make up a significant portion of Crazy Aaron’s® shoppers and are parents of our core audience of kids aged 6 to 13, are a key focus for our initial licensing strategy,” said Ari Freedman, Vice President of Surge Brands. “This demographic is highly influenced by social media, which is central to Crazy Aaron’s® marketing strategy. We will leverage this influence to drive engagement and retail purchase.”
“The creativity and sensory appeal of Crazy Aaron’s® products lends themselves perfectly to other consumer products categories like apparel, toys, food, home décor, and beyond,” comments Aaron Muderick, Founder and President, Crazy Aarons®. “Together with Surge Licensing, we’re excited to bring that same sense of wonder, playfulness, and discovery to new product offerings, deepening fans’ connection to the Crazy Aaron’s® experience.”
Thinking Putty® is the ultimate stress-relief and boredom-busting fidget toy, with almost 100,000 tins produced daily.Featuring over 100 varieties and 30 unique effects, Thinking Putty® delivers a therapeutic, non-toxic, silicone-based play experience that never dries out. It’s perfect for anyone seeking an enjoyable and tactile way to ease anxiety or boost creativity. Land of Dough® offers 16 unique dough cups made with natural colors, glitter, and compostable packaging offering endless ways to mix, knead, and create vibrant masterpieces. Meanwhile, Slime Charmers™ is a collection of delightfully scented slimes paired with themed charms and available in three distinct textures, providing hours of sensory play.
