NEW YORK: In a move that blends viral culture with traditional retail strategy, Smith Brands has officially announced that its fast-growing prank sensation WET FARTS is now available to wholesale retail partners. After years of success as a direct-to-consumer favorite and accumulating more than 200 million views across social media platforms, the product is transitioning into brick-and-mortar stores nationwide. The company will showcase the product at the upcoming Toy Fair New York, where it will appear at Booth 6909.
The expansion marks a significant milestone for Smith Brands, which has built a reputation for creating novelty and impulse-driven products that generate immediate laughter and strong repeat sales. WET FARTS®, originally launched as part of the Laughing Smith® collection, has evolved from a simple comedic concept into one of the company’s top-selling items.
From Viral Sensation to Retail Opportunity WET FARTS
For years, Smith Brands focused on selling WET FARTS directly to consumers through online channels. The strategy allowed the company to cultivate strong brand recognition and consumer loyalty. Social media proved to be a powerful catalyst, driving awareness and fueling word-of-mouth engagement. With over 200 million social views supporting the product’s visibility, WET FARTS became more than a prank—it became a recognizable pop-culture gag.
The direct-to-consumer model provided the company with consistent data on purchasing behavior, repeat orders, and customer feedback. This steady growth demonstrated that demand was not merely a short-term viral spike but a sustained trend. Consumers repeatedly purchased the item for parties, gifts, and everyday humor, validating its staying power within the novelty category.
Now, Smith Brands believes the timing is right to extend that demand to retail shelves. By offering wholesale distribution, the company is providing retailers an opportunity to stock a product that already enjoys built-in awareness and proven sales momentum.
Founder Perspective on Growth
Josh Smith, Founder of Smith Brands, described the journey as both organic and strategic.
“WET FARTS® started as a simple idea—make people laugh, fast,” Smith explained. “Over time, it grew into a top-selling product within Laughing Smith®, fueled by repeat demand and over 200 million views on social. We’re excited to offer it wholesale to retail partners looking for proven impulse items that turn quickly.”
According to Smith, the product’s strength lies in its immediacy. Customers do not require detailed explanations or demonstrations. The humor is instantly understood, which makes it ideal for impulse purchasing environments.
Built for Impulse Buying
Impulse products succeed when they combine instant recognition, low decision friction, and emotional payoff. WET FARTS® checks all three boxes.
Retailers evaluating novelty products often seek items that convert quickly at checkout counters, gift aisles, and grab-and-go displays. Smith Brands emphasizes that WET FARTS® performs particularly well in:
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Novelty sections
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Gift shops
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Party supply stores
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Checkout impulse displays
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Seasonal pop-up retail spaces
The product’s value proposition is clear within seconds. Its comedic nature requires no instruction manual or long explanation, making it highly shelf-friendly.
Social Media as a Demand Engine
One of the defining features behind WET FARTS®’ retail readiness is its digital footprint. With more than 200 million views across platforms, the product has benefited from user-generated content, influencer showcases, and viral prank compilations.
In today’s retail landscape, social proof often precedes shelf placement. Consumers increasingly discover products online before encountering them in stores. When they later see a familiar item in a retail environment, purchasing decisions accelerate.
Smith Brands leveraged years of social traction before moving into wholesale. This sequence reduces risk for retail partners because the brand recognition is already established.
The Laughing Smith® Collection
WET FARTS is part of the Laughing Smith® lineup—an assortment designed around big reactions, easy humor, and impulse accessibility. The collection includes a range of prank and novelty favorites, such as prank golf balls, fake lottery tickets, novelty toilet paper, and other gag-driven items.
The Laughing Smith brand strategy centers on emotional engagement. Products are designed to spark immediate laughter, surprise, or playful embarrassment. This approach has allowed the company to cultivate a loyal customer base that often purchases multiple items from the collection.
Within this lineup, WET FARTS® has emerged as a standout performer. Its consistent reorder rate and online engagement metrics elevated it to a top-selling status, making wholesale expansion a logical next step.
Retail Confidence Through Brand Protection
Beyond product performance, Smith Brands is emphasizing intellectual property protection and responsible brand stewardship. In the novelty category—where imitation products can surface quickly—clear brand ownership is critical.
“We invest heavily in building and marketing our products the right way,” Smith noted. “We actively monitor and enforce our intellectual property. Retailers can stock with confidence knowing we take brand protection seriously.”
The company maintains registered trademarks and actively monitors unauthorized reproductions. This level of oversight provides added assurance to retail buyers concerned about product authenticity and long-term shelf stability.
Strategic Timing with Toy Fair New York
The wholesale launch coincides with the company’s appearance at Toy Fair New York, one of the toy industry’s most influential trade events. The fair attracts buyers, distributors, and media representatives from around the world.
By debuting WET FARTS® in a wholesale capacity at the event, Smith Brands positions itself directly in front of major decision-makers. Booth 6909 will feature product demonstrations, merchandising concepts, and discussions about distribution partnerships.
Trade fairs often serve as turning points for emerging novelty products. Exposure at such events can lead to regional distribution agreements, specialty store placements, and even national chain partnerships.
Market Trends Favoring Novelty Growth
The novelty and prank segment continues to benefit from broader consumer trends emphasizing experiential humor and light-hearted entertainment. In times of economic fluctuation or cultural stress, small humor-driven purchases often remain resilient.
Impulse items typically carry accessible price points, making them attractive add-on purchases even when discretionary spending tightens. Products that deliver immediate emotional value—such as laughter—tend to maintain relevance.
Additionally, social media culture has amplified prank content and short-form comedy. Consumers who engage with humorous videos online often seek tangible versions of those experiences offline. WET FARTS® bridges that digital-to-physical gap.
A Measured Wholesale Rollout
Smith Brands is approaching wholesale expansion with strategic pacing. Rather than flooding the market, the company intends to prioritize partners who align with its brand positioning and merchandising standards.
The goal is sustainable growth rather than rapid oversaturation. By maintaining brand integrity and ensuring proper retail presentation, Smith Brands aims to replicate the consistent demand it experienced through direct-to-consumer channels.
Looking Ahead
The wholesale availability of WET FARTS® signals a new chapter for Smith Brands. What began as a simple comedic concept has matured into a scalable retail opportunity supported by measurable demand and digital reach.
As buyers and media gather at Toy Fair New York, industry observers will watch closely to see how the novelty item performs in its expanded retail role. If early indicators hold true, WET FARTS® may become a case study in how viral humor can successfully transition from online popularity to mainstream shelf presence.
Retailers interested in learning more about wholesale opportunities can connect with the Smith Brands team during the trade show or through direct contact with company representatives.
With social momentum, brand protection, and proven sales metrics behind it, WET FARTS® is positioning itself not merely as a prank—but as a high-velocity retail product ready for its next stage of growth.
