By Allison Watkinson
Both licenses are for the brand’s Hazardously Sour Candy. These two new licenses include a frozen treat and drink product line by CRC Innovations, as well as a line of plush and accessories by pop-culture brand, Heathside Trading.
“Brilliantly capturing the look and style – and in the case of the ice cream and drinks, the taste! – that have made it so popular, these two new licences are ideal for the Toxic Waste Hazardously Sour Candy brand – a brand that truly stands out at retail,” said Mickler.
The CRC Innovations product lines will include ice cream treats such as ice cream tubs, ice cream cones, ice cream screwballs, and frozen lollies in a variety of iconic Toxic Waste-inspired flavours.
CRC Innovations line of canned Toxic Waste fizzy drinks will kick off with Sour Blue Raspberry, Sour Apple and Sour Lemon & Lime. Other co-branded product lines are currently in development.
Both product lines will use packaging inspired by the Toxic Waste brand’s bold and distinctive style. It will feature both the Toxic Waste drum and the Mr. Toxie Head character.
“As part of our ambitious growth plans, we aim to focus and develop our licensed food proposition across ambient and frozen categories with leading brands, and Toxic Waste Hazardously Sour Candy is a perfect fit,” said Andy Hope, NPD Director at CRC Innovations. “It’s unique taste experience and dynamic branding make it very, very popular. We’re looking forward to a great consumer response to this partnership.”
The pop-culture brand Heathside’s product range with Toxic Waste will include plush, clip-ons and key rings. The product line will take its design inspiration from the bright, vibrant colours of the Toxic Waste drum and the Mr. Toxie Head character.
Intended for a large target market that includes everyone from six upwards, the range will be available in a wide range of retail outlets, including grocers, toyshops and gift shops.
“As a leading name in pop culture-inspired products we were delighted to have the chance to work with Toxic Waste Hazardously Sour Candy,” said Darren Epstein, Pop Culture Specialist with Heathside.
“The unmistakeable and distinctive identity of this brand make it perfect for a company like ours that thrives on the style and sheer attitude that make Toxic Waste stand out!”
Toxic Waste Hazardously Sour Candy is a range of super-sour sweets that launched in 2001. The brand is owned by Candy Dynamics in the USA, and distributed by Newbridge Confectionery in Europe.
The iconic Toxic Waste 42gm Yellow Drum was initially released in 2005 in the UK and has helped the brand establish itself as a top sour novelty brand in the UK marketplace.
The brand is currently offering over 15 day-to day products and a vast array of seasonal products. Toxic Waste has plans for continued growth as a licensed property, with target categories including food and beverage, apparel and accessories, health and beauty, and gifts.
Mickler will be at Brand Licensing Europe discussing the ongoing development of licensing for Toxic Waste Hazardously Sour Candy along with her company’s plans for the coming year at stand A162.