Initial licensing efforts will focus on opportunities across Food & Beverage, Meat Snacks, Confectionery and Kitchen categories.

“Slap Ya Mama is exactly the kind of brand that creates compelling licensing opportunities because it combines authenticity, strong consumer passion and broad retail momentum,” said Ari Freedman, Founder & President at Surge Brands.

“Consumers today want brands with real stories and emotional connection, and Slap Ya Mama delivers both in a powerful way. We see tremendous opportunities to translate its bold personality and Louisiana roots into new products and experiences that resonate globally.”

Jack Walker, Co-CEO at Slap Ya Mama, added: “Slap Ya Mama has always been about bringing people together around great food, family and authentic Louisiana flavor.

“As we continue to grow the brand, partnering with Surge Brands gives us an exciting opportunity to introduce Slap Ya Mama to consumers in new ways and in new categories around the world while staying true to who we are.”

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Surge Brands will lead licensing strategy and partner development across key categories including packaged food and beverage, cocktail mixers and spirits extensions, barware and collectibles, home décor, outdoor living, apparel and collaborations. The program will also explore experiential and hospitality-adjacent opportunities.

Founded in 1934 by Victor Bergeron, Trader Vic’s is recognized as the originator of the Mai Tai and a pioneer of ‘destination dining’, a concept that blends immersive environments, globally inspired cuisine and theatrical cocktails.

“With consumers increasingly seeking brands that deliver both nostalgia and experience, Trader Vic’s is uniquely positioned to capitalise on the continued growth of cocktail culture, home entertaining and escapist lifestyle trends,” said Ari Freedman, Founder & President of Licensing at Surge Brands.

“This is one of the original lifestyle brands, with built-in equity across food & beverage, entertaining, décor, and beyond. Our focus is to unlock that potential through best-in-class licensing partners who can translate the brand’s DNA into meaningful, high-quality products for today’s consumer.”

Rhett Rosen, CEO at Trader Vic’s, added: “Licensing is a natural next step in the evolution of Trader Vic’s as a global lifestyle brand.

“Surge Brands understands how to scale heritage brands without losing what makes them special. Together, we’re focused on bringing the Trader Vic’s experience, from its iconic cocktails to its distinctive design language, into new categories and new markets in an authentic way.”

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The new partners include:

• Carries Confections (USA): Toxic Waste Popcorn and Dessert Syrups
• Basic Promotions Inc. (USA, Canada, Caribbean, Mexico): Gel Cups and Gel Pouches
• Charlie’s Naturals (UK & Europe): Toxic Waste Popcorn
• Foliay (USA & Canada): Cookies, Sprinkles, Decorating Kits, and Marshmallows

“We are thrilled with the momentum that continues to build for the Toxic Waste brand around the world,” said Ari Freedman, founder & President of Surge Brands.

“These new partnerships represent exactly the kind of creative, category-expanding innovation we aim to bring to the brand. From popcorn and dessert kits to gel-based treats, each partner brings a unique approach to delivering the signature Toxic Waste experience to fans globally. We look forward to continuing to grow the brand with best-in-class partners across every major market.”

Laura King, President of Candy Dynamics, added: “Since launching our licensing program with Surge Brands, the response from both partners and consumers has been incredible.

“Toxic Waste has evolved far beyond candy into a true lifestyle brand. We are excited to welcome these new partners who will help us continue pushing boundaries with bold, fun, and unexpected products that resonate with our fans worldwide.”

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Boozy Jerky is known for its meat snacks with alcohol-inspired flavours, and the company has experience in executing collaborations with leading craft beverage brands.

Surge Brands will focus on expanding Boozy Jerky’s footprint through co-branded product innovations, strategic partnerships with alcohol brands, and new distribution opportunities.

“We created Boozy Jerky to break the mold and bring something completely new to the category,” said Shaun Gray, Chief Boozy Officer at Boozy Jerky.

“Partnering with Surge Brands allows us to accelerate that vision on a global scale. Their expertise in licensing and brand-building will help us unlock powerful collaborations and bring Boozy Jerky to new audiences around the world.”

Ari Freedman, Founder & President of Surge Brands, added: “Boozy Jerky sits at the intersection of two massive and highly engaged consumer categories, snacking and alcohol.

“We see enormous potential to create meaningful, high-impact collaborations with leading beer, wine, and spirits brands globally, and to generate real excitement at retail. This is just the beginning.”

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Originally launched as a line of scented plush toys featuring a built-in, self-inflating whoopee cushion, Fart Monsters has quickly gained traction for its blend of ‘humour, collectability and sensory play.’

Surge Brands will develop and manage a worldwide licensing program for Fart Monsters, expanding the brand across categories including apparel, accessories, collectibles, home goods, and novelty items. The Fart Monsters licensing program is anticipated to begin rolling out at retail in 2027.

“Fart Monsters is exactly the kind of breakout property we look for – bold, highly differentiated, and built around a clear, humour-driven identity that resonates with today’s consumers,” said Ari Freedman, Founder & President of Licensing at Surge Brands.

“With its strong character line-up, collectible format, and undeniable shareability, we see tremendous potential to extend the brand into new product categories and global markets.”

Chris Coté, President at Scentco, Inc, added: “Fart Monsters was created to deliver pure, laugh-out-loud fun, and we’ve already seen incredible consumer response to the product line.

“Partnering with Surge Brands allows us to take that energy and expand it into new formats, new categories, and new markets around the world. We’re excited to bring the Fart Monsters universe to life in ways fans haven’t experienced yet.”

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Surge Brands will focus on developing a global retail licensing program across multiple categories, including fashion, accessories, collectibles, home décor and experiential products.

“Planet Hollywood is one of the most enduring pop culture brands in the world, with unmatched global recognition and an authentic connection to Hollywood glamour and entertainment,” said Ari Freedman, Vice President of Licensing at Surge Brands.

“We are excited to work with Planet Hollywood to bring this extraordinary brand into fresh new product categories and markets, giving fans the opportunity to own a piece of the star-studded lifestyle.”

Robert Earl, Founder and Chairman of Planet Hollywood, added: “Our goal in partnering with Surge Brands is to translate Planet Hollywood’s legacy into compelling merchandise for fans around the globe.”

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Brand Partners Group will create sensory-inspired toy extensions, Highlights will launch creativity-driven books and activity sets, and Townley Girl will develop kid-focused bath and beauty products.

“Crazy Aaron’s has a passionate fan base and a strong emotional connection with families,” said Ari Freedman, Vice President of Licensing at Surge Brands.

“These first partnerships reflect our strategy to align with top-tier companies that can translate Crazy Aaron’s distinctive sensory DNA into exciting new experiences.”

Aaron Muderick, Founder of Crazy Aaron’s, added: “The creativity and sensory appeal of Crazy Aaron’s products naturally extend into new categories. Together with Surge Brands and our new partners, we’re excited to bring the same sense of wonder and discovery fans love into fresh product experiences.”

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With nearly 100 years of heritage, Bosco is known for its ‘squeezable bottle, rich chocolate flavour and nostalgic appeal’.

Under the new partnership, Surge Brands will lead Bosco’s global licensing strategy, expanding the brand into new product categories like desserts, baking mixes, frostings, frozen treats, refrigerated sweets and ready-to-drink beverages.

“Bosco is a rare brand with both deep emotional resonance and tremendous commercial upside,” said Ari Freedman, Vice President of Licensing at Surge Brands.

“It has nearly a century of trust, instant recognition, and a visual identity that translates beautifully across categories. We see a powerful opportunity to thoughtfully extend Bosco into new aisles around the world while staying true to what consumers love about the brand.”

Josh Sanders, President of Sea Breeze, added: “As Bosco approaches its 100th anniversary, this partnership with Surge Brands represents an exciting new chapter. Surge brings the strategic expertise and creative vision needed to introduce Bosco to new generations of fans and new product categories, while honouring the legacy that has made the brand an American icon.”

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The first licensed product to debut is Benihana Teriyaki Chicken Crisps from Flock Foods. The high-protein, keto-friendly chicken crisps are seasoned with flavours inspired by Benihana’s signature dishes.

Surge Brands has also appointed Continuum to develop a line of steak knives, cutting boards, woks, and more. Pelmen is also on board for frozen dumplings and Benihana sauces.

“As we look to the future, further expanding our brands beyond our restaurant doors is a natural evolution,” said Emanuel “Manny” Hilario, President and CEO of The ONE Group.

“Through this partnership with Surge Brands, we will bring the unique experience of our brands to fans worldwide in new and exciting ways, further cementing our place as a cultural and culinary icon.”

Ari Freedman, Vice President of Licensing at Surge Brands, added: “Benihana is an iconic brand that evokes passion, nostalgia, and excitement for millions of guests around the world.

“With the launch of the Benihana Chicken Crisps and the addition of Continuum and Pelmen, we are proud to translate Benihana’s legendary experience into a dynamic range of products that consumers can enjoy every day.”

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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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