Reboot is focused on acquiring and reimagining nostalgic consumer brands, bringing them back through ‘refreshed design, product formulas and strategic licensing and retail programs’.

The company’s first acquisition is Certs. Originally introduced in 1956, it became one of America’s best-selling breath mints.

Reboot, in partnership with licensee Nature’s Stance, has just launched a new product line for Certs, available now on Amazon. It will also shortly expand into retail distribution across mass, mid, and specialty retail. Reboot and Nature’s Stance will also grow Certs into allied oral care categories, including toothpaste, mouthwash and mouthrinse in 2026.

“We founded Reboot as consumers today have a deep emotional connection to historically memorable brands and Certs perfectly aligned with our strategy to leverage that experience and deliver a product line that will succeed on every level” said Co-Founder Ari Freedman.

“We are excited to honor the past while delivering new and improved products that are scalable, have strong brand appeal and multi-generational efficacy.”

Co-Founder Mark Freedman added: “There’s tremendous, untapped value in legacy IP that has strong heritage importance. Certs is the perfect example – a trusted name with built-in equity that can extend naturally into new, relevant product categories.”

Josh Christensen, VP of Marketing & eCommerce Sales at Nature’s Stance, Xylichew and Certs, added: “Certs has been a part of people’s lives for decades. We’re thrilled to see the brand return with a modern edge, updated packaging, and new product extensions that stay true to its refreshing roots.”

Ari Freedman and Mark Freedman will continue to run Surge Brands and Surge Licensing respectively.

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Various studios and licensors have worked across the Hellraiser franchise, but from my licensing perspective, there hasn’t been much coordination and brand building effort for the past Hellraiser IP – so when the opportunity became available, I jumped at the chance. It’s very exciting and an honour for Surge to represent such an iconic horror brand, and our goal is to align with licensing partners who are also fans and know the franchise intimately.

“When the opportunity became available, I jumped at the chance!”

And Clive Barker is something of a brand himself, right?
Definitely! He has a tremendous fan base. I think it would be great to have him do some signed editions of collectable cards or maybe author a foreword for some of the books we have in the works for the program. It’s all about respecting the fandom.

I imagine there’s many different strings you could pull at within the franchise when it comes to licensing – the Cenobites, the puzzle box… Where do you see the potential?
It’s a great question. There’s obviously the Cenobites, with Pinhead being the most iconic. They’re so hellish – pun intended! – and I think there’s fun to be had there, especially as fans seem to have their personal favourites.

Most of the previous licensing that’s been done focused on Pinhead, but I think we can do some interesting things by leaning into other fan-favourite characters too, like Chatterer, Butterball and the Female Cenobite. Launching them into consumer products will be a lot of fun. We’ll do that first in apparel, figures and masks. I had a conversation recently about doing apparel centred around Kristy, who appears in the first three films – which are the most important to the franchise.

The puzzle box with the Lament Configuration is also going to be key to our consumer product plans. In fact, Trick or Treat Studios is launching that as a standalone prop. We believe it also lends itself to tabletop board games and collectibles.

The other special aspect of Hellraiser is that we have actors’ likenesses, and we are able to use film clips easily. That’ll help us creatively broaden out the art assets and so we can expand the IP into unique and engaging consumer products in a very authentic way.

Amazing. And how does Hellraiser fit in with the other brands that Surge represents? Or is having an eclectic collection of IP part of the plan?
It complements some of the other brands we represent, in particular Stanley Kubrick, which includes the horror classic, The Shining. Some of our licensees will produce products for both Kubrick and Hellraiser. We represent that brand in North America, working with Caroline Mickler, who is the Kubrick global agent.

Are you a horror fan yourself Mark? And does that matter in terms of how you work?
It’s an interesting question. When I discovered Teenage Mutant Ninja Turtles as a fledging comic book series all those years ago, I was not a comic book fan or expert… But I am an expert in storytelling, character development and what goes into building great franchises. While I may not be a horror expert, I’m a great student and now soaking up the genre like a sponge!

And it’s important to respect the fandom and understand what they are craving from a brand. We don’t want to launch product that’s clearly a label-slap… I mean, a Hellraiser shampoo or bubble bath… I dunno about that!

Ha! It might be a stretch!
In today’s world, you don’t have to worry about initially supplying mass retail a large quantity of licensed product to jump start your licensing campaign because there’s a direct-to-consumer business out there that’s very strong. It allows you to dig into a brand on a molecular level, get real time data and develop licensed product that doesn’t necessarily have to go mass. That’s a big consideration when it comes to licensing, especially when crafting product for fans and collectors.

Great answer. Now, you mentioned earlier that despite being iconic, the Hellraiser franchise has remained relatively untapped licensing-wise. Are there many of these ‘sleeping giant’ brands around?
Brands like Hellraiser don’t come around all too often. They’re like needles in a haystack.

“It’s important to respect the fandom and understand what fans are craving from a brand.”

Or pins…
Touché on that! And I mean, most likely there are a few other iconic brands that haven’t been licensed for various ancillary rights issues, therefore so many things in the universe must line up for it to happen. It’s not easy to acquire licensing rights, so with Hellraiser I consider myself very lucky to have been in the right place at the right time.

Mark, I have one last question! What helps you have ideas for how brands can stretch into other categories? What fuels your creativity?
We’re in the idea business and I’m always thinking about the possibilities and what makes sense for a brand. I’ll often dream about it too! I have a little notepad next to my bed and I’ll get up late at night – something to do with our subconscious – and I’ll jot the ideas down. The next morning I’ll look at the pad and think: ‘Well that’s a great idea’ or ‘That’s a pretty lame idea’… And go from there.

And connected to that, I don’t think you should put limits on your ideas. For example, I think Hellraiser could work in the food and beverage space tremendously well. I can envision a line of Hellraiser hot sauces – it’s a great name and I think that it could work well. The mark of a good IP is when ideas flow naturally and broadly. I’ll list all my ideas down, from the sublime to the ridiculous. Then I’ll narrow it down to what’s possible, what’s exciting and what’s a must do, because I can’t rest until I get it done… They won’t all be executable, but there’s always some gems in there.

Great stuff ­– and that idea for a line of Hellraiser hot sauces is a great idea! And if you’re having ideas in your dreams, I’d imagine for Hellraiser you’ll be having them in your nightmares too!
Well, I haven’t noticed any scratches across my chest in the morning, so I’ve been okay so far!

Ha! That’s a relief! Mark, as ever, this has been fun. Let’s check back in soon!

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Surge will build a worldwide consumer products and retail program based on the first three movies – 1987’s Hellraiser, 1988’s Hellbound: Hellraiser II and 1992’s Hellraiser III: Hell on Earth.

Surge and agency partner Caroline Mickler Licensing will exhibit at Brand Licensing Europe – booth A180 – to meet with potential licensing partners. Surge is seeking partners across multiple categories, including spirits, food and beverage, fragrance, games, collectibles, novelty and more.

Kicking off the new Hellraiser consumer products slate is Trick or Treat Studios – who will create figures, costumes and props – and Fright Rags, on board for apparel and limited-edition collector cards. Products will start rolling out at retail in spring 2025.

“The Hellraiser experience on film is always about taking audiences to places they’d never imagined, where demonic entities stalk those who believe they can outwit the forces of Eternal Darkness,” said Hellraiser creator Clive Barker.

“The scale of the global response to the film continues to grow, as does the hunger audiences have for seeing more of the Cenobites and their infernal judgments. Now, with this epic release of new collectible figures, masks, apparel, games, and more through our licensing partner Surge, Hellraiser’s vast dark mythology is achieving new heights of stylish, classic horror.

“It’s Surge’s passionate commitment to capturing every nuance of the Hellraisers’ mingling of horror and elegance that has made our partnership so rewarding. The creators at Surge are serious collectors, so I believe the marketplace will find an intensity and an authenticity in Surge’s vision which will excite fans and collectors around the world.”

Mark Freedman, President of Surge Licensing, added: “We are thrilled Surge has been appointed the global licensing agency for Hellraiser, a legendary horror brand with massive global recognition and a tremendous fanbase across a broad demographic.

“We see endless opportunities to create unique merchandise featuring renowned Cenobite characters from the franchise and are excited to work with our first two partners, Fright Rags and Trick or Treat Studios to develop a retail program to appeal to Hellraiser’s massive fan community, who have been craving new merchandise for years.”

Lawrence Kuppin, CEO of Park Avenue Entertainment, continued: “We are excited to have partnered with Surge whose decades of licensing experience and many existing relationships will enhance and expand the Hellraiser brand.”

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