Surge Brands Named Global Licensing Agent for Reimagined Poindexter IPSurge Brands Named Global Licensing Agent for Reimagined Poindexter IP

Felix the Cat Productions has appointed Surge Brands as the exclusive global licensing agency for Poindexter, a reimagined intellectual property rooted in the classic Felix the Cat franchise. Known as the brainy sidekick to Felix the Cat, Poindexter is being positioned as a stand-alone property that blends new storytelling with the character’s classic appeal. 

The partnership will see Surge Brands develop worldwide licensing, merchandising and retail programs, as well as original content for the updated Poindexter brand. The licensing strategy will cover multiple categories, including toys, apparel, publishing, collectibles and digital media. Plans also include exploring opportunities for animated series and collaborations with leading creators to expand the brand’s reach. 

"Poindexter's charm lies in his wit, quirky intelligence and underdog spirit and fans are drawn to his clever solutions, comedic timing and relatable struggles, making him a symbol of resilience and creativity,” commented Ari Freedman, Vice President of Surge Brands. “It is these characteristics that we will build upon as we craft a multi-platform brand experience, creating engaging content and innovative consumer products that resonate with audiences and solidify Poindexter as a timeless and relatable icon.” 

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"I’m thrilled to see Poindexter take center stage with his very own IP,” says Don Oriolo, owner, Poindexter, LLC and the Felix the Cat franchise. “Poindexter has always been a beloved character, reminding us that being different is a strength, not a flaw—a hero for those marching to their own beat. With his unique charm, wit, and cleverness, we’re dedicated to ensuring his legacy not only endures but also evolves in ways that captivate and inspire new audiences.  

" Surge’s proven expertise in transforming classic characters into globally recognized brands makes this partnership an exceptional opportunity to expand the Felix universe. I couldn’t be more excited for what lies ahead."