Surge Brands is a global licensing agency strategically building franchises through multi-platform entertainment and licensing programs. In the thriving context of Licensing Expo 2025, the company will showcase its broadening portfolio, featuring exciting expansions, collaborations, and product innovations.
Surge Brands and its sister company, Surge Licensing, are heading to Licensing Expo 2025 with a larger footprint, showcasing a strong portfolio of brands, Booth G108.
The company has recently secured a range of new IP partnerships, including Benihana, Albanese Candy, Mister Softee, Cookie Dough Bites, Le Clic, and Bacon Up, while continuing to drive global expansion for its flagship brand, Toxic Waste.
Recent projects include an original entertainment IP, Poindexter; the collectible toy of the year, Deddy Bears; and new licensing partnerships for the legendary horror franchise Hellraiser, the Stanley Kubrick Estate, and Webtoon, the world’s largest digital comics content publisher.
New Partnerships for Toxic Waste
Surge Brands’ flagship property Toxic Waste is expanding globally with new licensing deals and product extensions across consumer goods, confectionery, apparel and novelty items.
Its licensing program includes a roster of key partners worldwide: in North America, License 2 Play for slime and playdough; Super Retro Brands with boxer shorts and Bohbah Inc with Boba Tea; Rocket Fizz for sodas; Incredible Novelties with squishy toys for U.S. and Canada; Mary Mack’s Inc with snow cone machines; and Flix Candy with energy drinks. Whatever Brands is producing soda and ice pops for the U.S., Canada, and South America, while Centric Beauty’s expanding line includes nail polish, beauty accessories, bath bombs, soap, and shampoo, and lip balm.
New partners in the U.K. and Europe include CRC Innovations, handling dessert syrups, ice pops, and fizzy drinks, Manchester Drinks for slush drinks, Us4Slush Limited and Fizz Creations Limited with slush machines. Cracker Jack Limited for health and beauty products, while Licenco handles carbonated beverages for the Nordic Countries.
Ongoing Expansion in Food IPs
Surge is leading outstanding food IPs to venture into new global partnerships and worldwide expansions.
Benihana, a restaurant brand with over 80 domestic and international locations, is set to go global, backed by vibe dining leader The ONE Group. Its licensing program now covers retail spaces, grocery aisles, and home kitchens, other than world-renowned restaurants, with unique product development in gourmet foods, cookware, kitchen accessories, apparel, collectibles, and home experiences.
Albanese Candy, renowned for its “World’s Best” gummies, is now expanding its retail and licensing program. The premium brand holds exceptional growth potential, thanks to its demographic profile – including frequent snackers, high-income households, as well as Millennial and Gen X consumers.
Crazy Aaron: 25 Years of Creativity and Play
Celebrating its 25th anniversary last year, Crazy Aaron’s has been captivating fans of all ages with its fidget toys and tactile experiences for both kids and adults – from magnetic and UV-reactive putty to stress-relieving scents and DIY kits. Leveraging the popularity of flagship products Thinking Putty, Land of Dough, and Slime Charmers, Surge is now developing a worldwide licensing and retail program.
Nostalgic Brands Driving Licensing Success
Surge Brands’ portfolio also includes nostalgic favorites and their everlasting appeal for both traditional fans and new targets.
Cookie Dough Bites is going to amaze its fans with new collaborations and extensions across multiple categories and products, including frozen and refrigerated foods, protein powders, novelty treats, beverages, beauty, and more.
Mister Softee presents immense potential for brand extension into home products, apparel, and collectibles. New licensees in the U.S. include Taste Beauty for Health and Beauty Aids, Innovative Design for compounds and slime), Multipet for pet products and C-life, handling apparel.
Key Entertainment IPs
The beloved horror franchise Hellraiser is expanding into apparel, collectibles, games, spirits, and more, with new partners Trick or Treat Studios, PCS Collectibles, Just Play, and Fright-Rags.
Originating from the iconic Felix the Cat and now reimagined for new generations, Pointdexter is leveraging a broadening licensing and merchandising programs spanning toys, apparel, publishing and more, as well as an original animated series and interactive content.
Additionally, Surge Licensing will be introducing potential licensing partners to opportunities for the Stanley Kubrick Film Archives, particularly for Kubrick’s award-winning films, The Shining, A Clockwork Orange, and 2001: A Space Odyssey – including Jacques Marie Mage for luxury sunglasses, Trevco for apparel and accessories, Open Road Brands for signs and wall art, and Trick or Treat Studios for collectible figures, masks and costumes, Fright Rags, and Bioworld.
Read the article on our new Summer Issue, pages 72 – 73.
