DKB brings Crazy Aaron’s Thinking Putty back to UK market

Published on: 22nd June 2022

The new Crazy Aaron’s range launches in the UK with 16 different tins plus a CDU of mini Thinking Putty tins.

One of the hottest brands around a few years ago when the putty craze first hit the UK market, Crazy Aaron’s is back for 2022 under the DKB banner with the company excited about bringing such an in-demand property back into UK stores.

“The brand was on fire a few years ago but as there was such huge demand from consumers, the market was quickly flooded with copies and inferior quality products,” said Chris Lohmeyer, managing director at DKB. “The great thing about the Crazy Aaron’s range is that it is a completely trusted brand – every product is stringently tested, and every tin has the correct safety markings to prove it, making it 100% compliant for the UK market.”

He continued: “The specialist independent trade always loved the brand, selling huge quantities and making great margins – so as soon as we found out they were looking for a new partner to re-establish the brand in the UK market, we jumped at the chance. We know that the range sells and that our retail customers and consumers can have complete confidence that it is a safe, trusted brand. We’ll be supporting the brand heavily at retail, bringing display stands over and also designing and manufacturing our own stands to increase capacity. We are confident it’s going to work – it’s a fun product which we will be marketing not just to kids, but to adults too. It’s the ultimate fidget toy and a great stress-reliever.”

The range launches with 16 different tins plus a CDU of mini Thinking Putty tins at a range of accessible price points. Shipping this week, the launch will be supported by a consumer-focused marketing and influencer campaign plus dedicated instore POS, retailer window and permanent display fixtures across the key summer holiday period.

“The putty is different this time around in the sense that we will be changing and innovating faster to bring new lines to the UK Market quicker” says Chris. “2022 forms the beginning of a long and prosperous relationship with the Crazy Aaron’s team and we look forward to working side by side with them to bring the putty craze back to the UK.”



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