Surge Brands has been named the global licensing agent for Crazy Aaron’s, the longstanding company behind Thinking Putty, Land of Dough, and Slime Charmers.
Under the new appointment, Surge Brands will lead Crazy Aaron’s products from toy shelves to diverse product categories, including arts and crafts, apparel, candy, soda, and home furnishings.
“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,” said Aaron Muderick, Founder and President of 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.”
Crazy Aaron’s products are available in six continents and offer consumers unique sensory and tactile experiences through magnetic and UV-reactive putty, stress-relieving scents, and DIY kits. Thinking Putty is non-toxic, silicone-based, and never dries out, while Land of Dough features natural color and compostable packaging.
“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.”
Crazy Aaron’s celebrated its 25th anniversary last year. For more information about its portfolio, visit crazyaarons.com.