James Harden's Beard Is Getting Its Own Line Of Gummy Candies

A series of ads for Trolli — the popular gummy brand behind candies like Sour Brite Crawlers, Cherry Bombers, and Sour Watermelon Sharks — stars Houston Rockets guard James Harden and his beard, which has become famous enough in its own right to warrant a Twitter account and slogan, "Fear the Beard."

One ad, "Inside Inside Inside James Harden's Head," features a series of nesting doll-style Harden heads all consumed by the thought of Sour Brite Crawlers. One of the heads is blessed with a musically inclined beard that plays an electric guitar.

In another ad, Harden's beard holds a press conference to prove that it can eat without Harden's mouth (it can't really) and try to set itself apart from its human host. On February 3, Harden, or possibly just his beard, will take over Trolli's Twitter and Snapchat accounts to promote the partnership.

In the spring, Trolli will pay the ultimate homage to Harden's beard with a dedicated line of gummies, "Weird Beards."

"I'm a long-time fan of Trolli Sour Brite Crawlers," Harden said in a statement. "We both like to push the envelope and be creative. That's why we work well together."