Surge Brands secures partners for Mister Softee across health and beauty, pet toys, apparel and more

Surge Brands has detailed the first wave of licensing partners for ice cream brand Mister Softee.

The initial roster of US partners includes Centric Beauty/Taste Beauty (Health & Beauty), Innovative Designs (Compounds and Slime); Multipet (Pet Toys & Accessories), C-Life Group (Apparel), Other Half Brewery (beer bottles/cans, promotional items), Publicis Inc. (Mister Softee Jingle) and Columbia Pictures (truck rentals).

“Mister Softee holds a special place in the hearts of millions of consumers across generations,” said Ari Freedman, Vice President of Licensing, Surge Brands.

“Our goal is to build a lifestyle licensing program that blends the brand’s nostalgic appeal with fun, high-quality products that surprise and delight fans in new ways. These first partners are perfectly aligned with that vision, and we’re thrilled to welcome them to the Mister Softee family.”

Michael Conway, Vice President at Mister Softee, added: “For nearly 70 years, Mister Softee has been a summer tradition and a source of joy for communities across the country.

“We’re excited to work with Surge Brands and these innovative new partners to extend our brand beyond the truck, into products and experiences that keep the Mister Softee spirit alive all year long.”