TLL Reporter
Surge Brands has announced the first U.S. licensing partners for Crazy Aaron’s, the innovative sensory play brand behind Thinking Putty, Land of Dough, and Slime Charmers.
Crazy Aaron’s was founded in 1998 by Aaron Muderick, a former software engineer who began experimenting with putty as a creative pastime for kids. Muderick began by producing small batches of putty by hand, but soon transformed his hobby into a full-scale business, eventually launching Thinking Putty as the company’s flagship product.
Crazy Aaron’s went through two major changes over the last couple of years. First, it appointed Surge Brands as its licensing agency in 2025, and secondly, the company was acquired by Goliath Group in 2026.
The new partners—Brand Partners Group (Toys), Highlights (Publishing), and Townley Girl (Bath & Beauty)—mark another major milestone in the brand’s expanding global licensing program.
Following Surge Brands’ appointment as global licensing agent, these collaborations kick off a broader initiative to grow Crazy Aaron’s across new product categories.
“Crazy Aaron’s has a passionate fan base and a strong emotional connection with families,” said Ari Freedman, Vice President of Licensing at Surge Brands. “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.”
Surge Brands says 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 Muderick. “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.”
Muderick says that, as the brand scales, Goliath and Crazy Aaron’s are excited to collaborate more closely across R&D, innovation, and international markets.