Ah, the brown flakey bits.......like this?
That stuff is like a protective layer of pva over the tyre core. It bubbles up and gets shitty with age as you have seen.
Leave the tyre on a wheel pumped up.
Boil a kettle and plonk the wheel over a sink.
Pour the boiling water over it 6 inch sections at a time. It'll soften the shit.
Get a stanley blade and with a flat edge scrape it away.
Comes off real easy, it'll take a few tries to get it all away but the results are well worth it. Skip the logo'd area, that'll come away too. It leaves the core without that protective layer but I don't think it matters.