The Florida-based company SRM announced the rebranding on July 16. It stated the new name aligns with its strategic shift to focus on managing a treasury primarily composed of tron ( TRX) tokens. SRM also said the company’s CUSIP number, the nine-character alphanumeric code that identifies financial securities, 85237B101, remains unchanged.

Tron Inc. claims to be the world’s largest publicly traded corporate holder of TRX, reporting current holdings exceeding 365 million tokens worth around $110.46 million using current TRX exchange rates. Its share price has risen significantly since initially announcing this treasury strategy.

SRM shares have jumped 1,270% year-to-date and are up more than 55% over the past month. CEO Rich Miller framed the name change as part of enhancing long-term value through Tron treasury management. He expressed belief in TRX’s role in global payments and financial infrastructure due to low costs and fast transactions.

Miller remarked:

“We believe that TRX will continue to play a critical role in building the next generation global payment rail and a more inclusive financial infrastructure with 24/7 low cost and fast transaction capability.”

Formerly known as SRM Entertainment, Tron Inc. trades on the Nasdaq Capital Market. Alongside its new treasury focus, it continues to operate a wholly owned subsidiary. This subsidiary designs, develops, and manufactures custom merchandise, including toys and souvenirs, for major theme parks globally such as Walt Disney Parks, Universal, Seaworld, and Six Flags.

For now, investors face a hybrid story: a crypto-treasury play welded to a theme park merchandise supplier. Future performance may hinge less on branding and more on risk controls around TRX custody, liquidity, and accounting. SRM’s objective parallels that of the company Strategy, substituting TRX for a bitcoin treasury. In recent months, altcoins have emerged as fresh assets for publicly traded companies to incorporate into their balance sheets.

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