Candy brands are hot right now and Surge Brands Inc. — a sister company to Surge Licensing — just inked a raft of new deals to extend Candy Dynamics’ Toxic Waste into other consumer products categories, including toys and collectibles.
The first wave of licensees for Toxic Waste candies and its characters (including Mr. Toxie Head) include License 2 Play for plush figures, plush pillows, and fidget toys and Super Impulse for a range of mini collectible blind box and blind bag toys.
“Candy Dynamics’ edgy approach appeals to kids in non-traditional ways and has created a massive demand for Toxic Waste, sparking a fervor in the marketplace,” says Surge Brands President Mark Freedman. “The response we have received from licensees has been nothing short of phenomenal.”
Additional licensees include H3 Sportgear (master apparel and accessories); Centric Beauty/TASTE Beauty (lip balms); Inkology (school supplies, stickers, stampers, and chalk), and Rasta Imposta (Halloween costumes and masks). Freedman says that additional licensees for the U.S. and international markets will be revealed in the weeks ahead.
Fueled by social media, including TikTok, the Toxic Waste line of candy has been booming at retail. According to Candy Dynamics, high demand for its Toxic Waste Slime Licker and Hazardously Sour Candy varieties has led to sellouts at national retailers, including Five Below.
Even candy hasn’t been able to avoid the current supply chain challenges. A pop-up message on the Toxic Waste website states: “Due to issues with our shipping provider, we are currently unable to ship to the following states: Washington, California, Utah, and Nevada.”
