By Allison Watkinson
TLL Reporter
Surge Brands has signed new licensing partners for Candy Dynamics’ Toxic Waste Hazardously Sour Candy brand.
The new licensees secured for the Toxic Waste licensing program include a wide range of partners across multiple product categories and international retail markets.
“Since embarking on a licensing program with Surge in 2021, it has become increasingly evident just how important it was for the Toxic Waste brand to expand into licensed products,” said Candy Dynamics president, Laura King. “The response from both the licensing and retail communities worldwide and our legions of fans is evidence of just how popular our line of sour candy and the characters behind them have become,” added King. “We welcome our new partners to the Toxic Waste family to create more fresh and zany products in the years to come.”
For the United States, Surge Brands has signed Toxic Waste licensing deals with manufacturing companies across a wide range of consumer product categories. These companies include License 2 Play for slime toys, Super Retro Brands for boxer shorts, Bohbah for boba tea, Rocket Fizz for soda, Mary Mack’s for snow cone machines and Flix Candy for energy drinks.
In addition to the new partners, Centric Beauty is expanding its existing Toxic Waste collection with additional bath and beauty products inspired by the sour candy brand.
In the UK and Europe, Surge Brands worked with its sub-agent Caroline Mickler Licensing to secure new licensing partners for the Toxic Waste brand. These new licensees include Manchester Drinks for Toxic Waste slushies, Us4Slush for slush machines, Fizz Creations for at-home slush machines, Cracker Jack for beauty products, Licenco for carbonated beverages and CRC Innovations for a range of dessert syrups, ice pops and fizzy drinks.
Surge Brands has also inked multi-territory deals with Whatever Brands for Toxic Waste soda and ice pops, Casdon for candy stand play sets and Incredible Novelties for a collection of Toxic Waste squishy toys. The Whatever Brands x Toxic Waste product line will be available at retailers across the US, Canada and South America. The licensed play sets from Casdon will be released in the US, Canada, Europe, Australia, New Zealand and the UK. The Incredible Novelties squishy toy collection will be available for purchase in both the US and Canada.
“We are thrilled with the momentum that continues to build for the Toxic Waste brand around the world,” said Surge Brands VP, Ari Freedman. “From new licensing and retail partners to new product categories, our goal is to keep discovering unique ways to deliver the Toxic Waste experience to its massive global fan base clamoring for more,” added Freedman. “We look forward to furthering our relationship with Laura and Candy Dynamics as we strategize together to take Toxic Waste to the next level!”
The Toxic Waste sour candy brand was first launched in 2001 by the Candy Dynamics confectionary company (previously known as Family Sweets).
Since the brand’s itial debut, the Toxic Waste product range has expanded to include a wide selection of super sour offerings such as Sour Smog Balls, Slime Licker, Atomz, Nuclear Fusion and more.
Candy Dynamics’ and Surge Licensing plan to continue growing Toxic Waste with new categories of licensed products and further expansions to the brand’s presence in the global retail market.
A sister company to the Surge Licensing agency, Surge Brands focuses on representing the licensing programs for IP in the corporate branding, food and confectionery sectors.