Grant Madsen, CMO of American Crafts, says he is excited to work with the founder and co-owners of the Whimsy Cookie Company to build their brand. “They’ve really developed amazing and distinct recipes that we’re honored to help bring to a wider audience.”
Laurie Suriff, founder and co-owner of the Whimsy Cookie Company, can’t wait to continue sharing her passion for cookies, which started when she was a girl baking alongside her mom.
“Our ‘secret’ sugar cookie recipe was passed down, so it means a lot that we’ll be able to bring that into people’s homes,” says Suriff, who started the company in 2007 in Memphis, Tennessee. “We built our brand through word of mouth and lots of hard work. We’re really proud of our cookies and think people everywhere are going to love them.”
In 2011, Suriff received an order from Leigh Anne Tuohy for custom Baltimore Raven-themed cookies for a tailgating event for her son, then-NFL offensive tackle Michael Oher. The Tuohy’s family life was featured in Michael Lewis’ best-selling book The Blind Side, which was adapted into a Hollywood movie that broke opening-week records for a sports film.
Tuohy’s daughter Collins loved the look and taste of Suriff’s cookies so much she approached her in 2012 about becoming a co-owner in Suriff’s burgeoning company. Together they opened their first retail store a year later, followed by three more franchise locations – one in Knoxville, and two more in Mississippi and South Carolina. Fan-favorites at the stores include the aforementioned sugar cookies, as well as, a signature “gooey butter” cookie, which is available in 9 flavors.
Laurie’s husband Aaron Suriff, who also directs marketing and sales for The Whimsy Cookie Company, says he has high hopes for the products that American Crafts is helping bring to retail shelves. “When you have cookies as delicious as these, you just have to share them with as many people as possible, and we are thrilled to have an industry leader like American Crafts help us do so. We’ve worked hard to make sure all Whimsy Cookie mixes translate from what you’d get in our stores to an amazing Whimsy experience out of your own oven.”
Home bakers can currently purchase Whimsy Sugar Cookie mix and Whimsy Premium Royal Icing at Hobby Lobby stores nationwide. More mixes and other Whimsy-branded items will become available in 2023 and beyond.
Laurie, for one, can barely wait. “I have no doubt that once people get a chance to make Whimsy Cookies themselves at home, they’ll instantly taste what makes them so special.”