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What the kids are tugging at like mad? (8)

Ross

I believe the answer is:

crackers

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'mad?' is the definition.
(thesaurus)

I cannot understand how the remainder of the clue works.

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(Other definitions for crackers that I've seen before include "Crazy - (American) biscuits" , "Nutty - biscuits" , "Not being sensible" , "Round the bend" , "Yanks open these" .)

I've seen this clue in the Evening Standard.
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