Surge Brands Expands Licensing Partners Around the World for Candy Brands
Surge Brands, a leading global licensing agency for one of the most sought-after candy brands in the market, Candy Dynamics’ Toxic Waste® Hazardously Sour Candy appoints new licensing partners in the U.S., U.K. and around the world across multiple categories for the ‘Ultra Sour’ and phenomenally popular line of candy treats.
Candy Dynamics’ Toxic Waste® brand continues to expand and dominate the retail aisles with new categories of licensed products and a rapidly growing global retail presence. Fan experience and social media have been key drivers in the growth of the one-of-a-kind brand, appealing to both kids and adults. The broad Toxic Waste® product range includes Toxic Waste® Candy sold in their iconic Drums, Sour Smog Balls®, Slime Licker®, Atomz®, Nuclear Fusion®, and many more.
Surge Brands continues to build the licensing program for Toxic Waste® with a roster of new licensing partners in North America and around the world.
In North America, Surge Brands has signed License 2 Play (compounds/slime/dough in the U.S.); Super Retro Brands (boxer shorts in the U.S.), Bohbah Inc. (Boba Tea in the U.S.); Rocket Fizz (sodas in the U.S.), Incredible Novelties (squishy toys in U.S. and Canada), Mary Mack’s Inc (snow cone machines in the U.S.), and Flix Candy (energy drinks in the U.S.). Centric Beauty is expanding its line in the U.S. to include nail polish, beauty accessories, bath bombs, soap and shampoo, in addition to lip balm.
Surge Brands has also inked some multi-territory deals, including Whatever Brands for Toxic Waste bottled & canned soda, ice pops) in the U.S., Canada and South America, and Casdon Limited to produce candy stand play sets in the U.S., Canada, U.K., Europe, Australia and New Zealand.
Additionally, Surge Brands, in coordination with sub-agent, Caroline Mickler Licensing, has signed new partners in the U.K. and Europe, including CRC Innovations (dessert syrups, ice pops, fizzy drinks in the U.K. and Europe), Manchester Drinks (slush drinks in the U.K. and Europe), and Us4Slush Limited (slush machines in the U.K.), Fizz Creations Limited (slush machines for home in the U.K.) Cracker Jack Limited (lip balms, health & beauty in the U.K.), and Licenco (carbonated beverages in the Nordic Countries).
“Since embarking on a licensing program with Surge in 2021, it has become increasingly evident just how important it was for the Toxic Waste brand to expand into licensed products,” commented Laura King, President, Candy Dynamics. “The response from both the licensing and retail communities worldwide and our legions of fans is evidence of just how popular our line of sour candy and the characters behind them have become. We welcome our new partners to the Toxic Waste family to create more fresh and zany products in the years to come.”
“We are thrilled with the momentum that continues to build for the Toxic Waste brand around the world! From new licensing and retail partners to new product categories, our goal is to keep discovering unique ways to deliver the Toxic Waste experience to its massive global fan base clamoring for more,” said Ari Freedman, Vice President of Surge Brands. “We look forward to furthering our relationship with Laura and Candy Dynamics as we strategize together to take Toxic Waste to the next level!”
In the retail space, Toxic Waste® products are available at a diverse range of retailers worldwide with broad distribution in the U.S. across mass market, grocery, convenience, drug and specialty stores, including Walmart, Amazon, Safeway, 7-Eleven, Dollar General, Wegmans, Claire’s, Wawa, Hudson News, Albertsons, Five Below, IT’SUGAR, Cracker Barrel, and many more. Most recently, the breakout Slime Lickers® 2.0 returned to shelves after a major sellout!
Internationally, Toxic Waste licensed merchandise continues to expand with retailers throughout the world. In the U.K., specifically, products are currently available at key retailers, including Iceland, B&M, Aldi, Action, and The Range.
