Surge Brands has been appointed as the global licensing agent for Crazy Aaron’s, the legacy company behind brands such as Thinking Putty, Land of Dough and Slime Charmers.
Under the new appointment, Surge Brands will lead the expansion of Crazy Aaron’s products beyond the toy aisle into diverse product categories including arts and crafts, apparel, candy, soda and homewares.
“The creativity and sensory appeal of Crazy Aaron’s products are ideally suited to other consumer product categories such as apparel, toys, food, home décor and more,” said Aaron Muderick, founder and president of Crazy Aaron. “We’re excited to work with Surge Licensing to bring the same sense of wonder, fun and discovery to new products, deepening fans’ connection to the Crazy Aaron experience.”
Crazy Aaron’s products are sold on six continents and provide consumers with unique sensory and tactile experiences through magnetic and UV-reactive putties, stress-relieving scents and DIY kits. Thinking Putty is non-toxic, silicone-based and never dries out, while Land of Dough comes in natural colors and compostable packaging.
“Millennials are a significant part of Crazy Aaron’s shoppers and the parents of our core audience of children ages 6 to 13, and they are the focus of our initial licensing strategy,” said Ari Freedman, vice president of Surge Brands. “This demographic is the focus of our initial licensing strategy. Strongly influenced by social media, we will use this influence to drive engagement and retail purchases at the core of Crazy Aaron’s marketing strategy.
Crazy Aaron’s celebrated its 25th anniversary last year. For more information about its product portfolio, please visit crazyaarons.com.
