New York, NY – Surge Brands is excited to announce 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.

About Crazy Aaron’s
A world leader and innovative company in creative play, Crazy Aaron’s has been making genuine Thinking Putty® since 1998. Founder, Crazy Aaron, has continued to trailblaze within the toy industry by establishing new product lines and brands to inspire curiosity and wonder to people of all ages! Known for creating the best putty on earth, Crazy Aaron’s has also reinvented a childhood classic with Land of Dough®. All Crazy Aaron’s products are made with safe, nontoxic, top-quality materials and ingredients right on Main Street, USA in Norristown, PA. To learn more visit www.crazyaarons.com or follow us on social media @thinkingputty and @landofdough.

About Surge Brands
Headquartered in New York, NY, Surge Brands, Inc., a sister company to Surge Licensing, Inc., focuses on leveraging IP in the corporate and luxury brand, food, and confectionery spaces, strategically building franchises through global multi-platformed entertainment and product licensing programs.