Surge Brands brings Crazy Aaron’s into bath, beauty, books and beyond

Posted on 4th February 2026 By Billy Langsworthy

Ari Freedman, Aaron Muderick

Surge Brands has detailed its first slate of US licensing partners for sensory play brand Crazy Aaron’s.

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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Aaron Muderick Ari Freedman Crazy Aaron's Surge Brands

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