Surge Brands Adds Licensing Partners for Toxic Waste Candy

Surge Brands, licensing agency behind the popular Toxic Waste Hazardously Sour Candy, is expanding its global footprint with new licensing agreements across North America, the U.K. and other regions. 

The latest lineup of licensed Toxic Waste products spans multiple categories, including beverages, beauty items and toys. In North America, Surge Brands has signed licensing agreements with the following companies: License 2 Play for compounds/slime/dough, Super Retro Brands for boxer shorts, Rocket Fizz for sodas, Incredible Novelties for squishy toys, Mary Mack’s for snow cone machines and Flix Candy for energy drinks. Centric Beauty is also broadening its offerings with nail polish, bath bombs and other personal care items. 

Surge Brands is further extending its reach through multi-territory deals. Whatever Brands will introduce Toxic Waste bottled soda and ice pops across the U.S., Canada and South America. Casdon Limited will produce candy stand playsets for the U.S., Canada, the U.K., Europe, Australia and New Zealand. 

In the U.K. and Europe, Surge Brands has partnered with CRC Innovations for dessert syrups and ice pops, Manchester Drinks and Us4Slush Limited for slush drinks and Fizz Creations Limited for home-use slush machines. Additional U.K.-based licenses include Cracker Jack Limited for health and beauty items and Licenco for carbonated beverages in Nordic countries. 

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“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,” says Laura King, president, Candy Dynamics. “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. We welcome our new partners to the Toxic Waste family to create more fresh and zany products in the years to come.” 

“We are thrilled with the momentum that continues to build for the Toxic Waste brand around the world,” says Ari Freedman, vice president, Surge Brands. “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. We look forward to furthering our relationship with Laura and Candy Dynamics as we strategize together to take Toxic Waste to the next level.” 

Toxic Waste products are widely available across mass market, grocery and specialty retailers such as Walmart, Amazon and Dollar General. In the U.K., fans can find Toxic Waste at major chains like Iceland, B&M and Aldi. 

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