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.

“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.”

Aaron Muderick, Founder of Crazy Aaron’s, added: “The creativity and sensory appeal of Crazy Aaron’s products naturally extend into new categories. 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.”

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Surge will lead the development of a worldwide licensing and retail program aimed at expanding Crazy Aaron’s presence across diverse product categories. The focus will be on bringing the company’s flagship products – Thinking Putty, Land of Dough and Slime Charmers – to new categories like arts and crafts, apparel, candy, soda, bedding and toys.

“Millennials – who make up a significant portion of Crazy Aaron’s shoppers and are parents of our core audience of kids aged six to 13 – are a key focus for our initial licensing strategy,” said Ari Freedman, Vice President of Surge Brands.

“This demographic is highly influenced by social media, which is central to Crazy Aaron’s marketing strategy. We will leverage this influence to drive engagement and retail purchase.”

Aaron Muderick, Founder and President at Crazy Aaron’s, added: “The creativity and sensory appeal of Crazy Aaron’s products lends themselves perfectly to other consumer products categories like apparel, toys, food, home décor, and beyond.

“Together with Surge Licensing, we’re excited to bring that same sense of wonder, playfulness, and discovery to new product offerings, deepening fans’ connection to the Crazy Aaron’s experience.”

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In a deal brokered by WildBrain’s global licensing agency WildBrain CPLG, Crazy Aaron’s will be launching a Strawberry Shortcake SCENTsory Thinking Putty in Q4 at Barnes and Noble, Amazon, and various specialty toy retailers throughout the US.

Crazy Aaron’s also plans to roll out scented compounds, putties, and slimes based on Strawberry Shortcake’s ‘Berry Besties’ through 2025.

“I’m so excited for the opportunity to combine Strawberry Shortcake, an evergreen brand, with Crazy Aaron’s Thinking Putty,” said Aaron Muderick, Founder of Crazy Aaron’s.

“Strawberry Shortcake’s colours and enticing fragrances pair perfectly with Thinking Putty’s textural delights to create enhanced play experiences for children and adults. I already can’t put mine down!”

Jeannette Hudson, Director of Licensing at WildBrain CPLG added: “As we continue to celebrate WildBrain’s beloved Strawberry Shortcake’s 45th anniversary year, we can’t wait for Crazy Aaron’s innovative product with a ‘berry’ exciting twist to hit retail shelves. Strawberry’s iconic scent will bring back a strong sense of nostalgia for fans of all ages.”

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There will be no show in 2024. Instead, the next US Toy Fair will take place in New York from March 1st to March 4th 2025.

Following that, the show will move to a new January slot in New Orleans for 2026, 2027 and 2028. Hosted at the New Orleans Ernest N. Morial Convention Center, the confirmed dates are:

January 17th to 20th 2026
January 9th to 12th 2027
January 15th to 18th 2028

“Prior to the pandemic, we heard repeated calls that changing manufacturing lead times and retailer buying patterns demanded a shift of the iconic tradeshow’s timing from February into an earlier fall timeline,” said Aaron Muderick, chairman of The Toy Association and founder of Crazy Aaron’s.

“These factors and similar research findings were accelerated by the pandemic and as a board we were responsive. Now, behaviours and inputs have returned to more traditional views that Toy Fair’s key audiences find the most value in a North American trade event taking place in the first quarter of the year, ideally mid-January. We have again listened and responded by crafting an optimal pattern based on the needs of those we serve.”

Steve Pasierb, President & CEO of The Toy Association, added: “After gathering opinions from key retailers, members/exhibitors of The Toy Association and based on a number of evaluation factors including timing, high-quality space availability, access to transportation, and affordability for exhibitors and attendees, it became clear that New Orleans would be the best fit for the Toy Fair – and best meet the needs of all our diverse guests.

“New Orleans has state of the art facilities including a brand-new airport, renowned restaurants, museums, music, an array of event spaces, and a strong collaborative partnership between the Convention Center, New Orleans & Company, and the business community, making it a perfect, welcoming fit for Toy Fair. We are confident in delivering a high quality, energetic, and seamless Toy Fair experience over the next four shows, in the same way we have been delivering on this promise for more than 100 years.”

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