Surge Brands has announced the first U.S. licensing partners for Crazy Aaron’s, Land of Dough, and Slime Charmers. The new partners—Brand Partners Group (Toys), Highlights (Publishing), and Townley Girl (Bath & Beauty)—mark a major milestone in the brand’s expanding global licensing program.

Following Surge Brands’ 2025 appointment as global licensing agent, these collaborations kick off a broader initiative to grow Crazy Aaron’s® across new product categories while staying true to its core of creativity, discovery, and sensory play.

Ari Freedman, Vice President of Licensing at Surge Brands said:

“Crazy Aaron’s has a passionate fan base and a strong emotional connection with families. These first partnerships reflect our strategy to align with top-tier companies that can translate Crazy Aaron’s distinctive sensory DNA into exciting new experiences.”

The new partners bring expertise across key categories: Brand Partners Group will create sensory-inspired toy extensions; Highlights will launch creativity-driven books and activity sets; and Townley Girl will develop kid-focused bath and beauty products.

“The creativity and sensory appeal of Crazy Aaron’s products naturally extend into new categories,” said Aaron Muderick, Founder of Crazy Aaron’s®. “Together with Surge Brands and our new partners, we’re excited to bring the same sense of wonder and discovery fans love into fresh product experiences.”

Crazy Aaron’s was acquired by Goliath in January 2026, and continues to operate as its own division, developing breakthrough formulas and fresh themes for fans from its headquarters in Philadelphia. As the brand scales, Goliath and Crazy Aaron’s^® are excited to collaborate more closely across R&D, innovation, and international markets.