Surge Brands, a leading global licensing agency for Candy Dynamics’ Toxic Waste line of sour candy, has signed a roster of new leading licensees to create branded products based on the popular Toxic Waste Slime Licker and Toxic Waste Hazardously Sour Candy confectionary brands.
Following the success of Candy Dynamics’ first product launch, Toxic Waste Hazardously Sour Candy – a one-of-a-kind, double-action sour treat packaged in an iconic yellow industrial drum – multiple product lines have hit retail shelves. These include Toxic Waste Slime Licker, which recently sparked an internet craze and has become the top-trending candy on TikTok.
Retail sales for both brands have been growing at exponential rates and, riding on the momentum, Surge Brands has signed the first partners to create branded products for the retail market utilising Candy Dynamics’ vibrant and zany characters – including “Mr Toxie Head” – and logos.
The new licensees include H3 Sportgear (master apparel and accessories); License 2 Play (plush figures, plush pillows, fidget toys); Centric Beauty/TASTE Beauty (lip balms); Super Impulse (mini collectible blind box and blind bag toys); Inkology (school supplies, stickers, stampers and chalk), and Rasta Imposta (Halloween costumes and masks).
“Licensing is an important branding initiative for Candy Dynamics, allowing us to leverage our expansive and growing family of candy brands,” says Laura King, President, Candy Dynamics. “The retail marketplace both in the US and abroad is clamouring for Toxic Waste-branded products. We are thrilled to collaborate with our new strategic global licensing agency, Surge Brands, to develop a range of licensed products that will further engage our fans across the globe.”
“Candy Dynamics’ edgy approach appeals to kids in non-traditional ways and has created a massive demand for Toxic Waste, sparking a fervour in the marketplace,” says Mark Freedman, President of Surge Brands. “We look forward to working with our first US partners to create a line of unforgettable products that embody the fun of the brands and to develop a robust consumer products programme at retail. We plan to announce additional licensees in the US and overseas in the coming weeks.”
Based in Carmel, Indiana, Candy Dynamics was established in 2006 as a marketer of sour candy products. Its additional product lines include Sour Smog Balls, Nuclear Fusion, Atomz, Hi Voltage & Short Circuits Bubble Gum and Sour & Chewy Bears and Worms. Toxic Waste is widely available all over the US, while international markets include the United Kingdom, Europe, Australia, South Africa, Canada, Brazil, New Zealand and the UAE.