Touchland and Crocs unveil personalised hand sanitiser with charms

US – Touchland and Crocs are getting ahead of the back-to-school season with a new limited-edition collaboration designed to appeal to Gen Alpha’s desire for style, self-expression and scent. 

The partnership combines Touchland’s cult-favourite Power Mist hand sanitiser with Crocs’ signature aesthetic. The new colourful co-branded mist doubles as a wearable bag charm. More than functional, the product becomes a fashion-forward accessory that reinforces the idea that hygiene, scent and style now go hand in hand for young consumers. 

This launch aligns closely with the behaviours highlighted in LS:N Global’s Back-to-School Alphas report, where tweens and young teens are rewriting the rules of back-to-school preparation. Today’s students want notebooks, backpacks and accessories that convey their aesthetic and cultural identity. Whether it’s the ‘coquette’ look or ‘baddie’ chic, accessories like the Touchland and Crocs bag charm help Alphas earn aura points – a new kind of social currency that prioritises individuality and visual identity. 

By making personal care both collectable and customisable, Touchland and Crocs are embracing youth-focused marketing by showing a clear understanding of Gen Alpha’s desires.