Surge Licensing to Create Merchandising Programs for Webtoon in North America

Webtoon, a digital comics platform, has appointed brand management company Surge Licensing as the exclusive North American licensing agent for the platform. Genuine Entertainment was instrumental in developing the partnership and will continue to collaborate with Webtoon and Surge as a strategic advisor in the endeavor. 

Surge Licensing has been retained to develop an overall brand licensing strategy for Webtoon as well as licensing and merchandise programs in North America for the platform’s individual original IP. Surge Licensing will expand Webtoon’s licensing and merchandising business, developing franchises through categories that include apparel, fashion collaborations, toy, tabletop games, promotions and more. Among Webtoon’s existing merchandising work is a capsule collection for Lore Olympus, available at Hot Topic. 

“We’re bringing comics to a new generation of readers around the world,” says Eugene Kim, head of business development, Webtoon. “Webtoon comics and creators already have huge global fandoms, so the time is right to begin offering fans new, fresh, and unique ways to  celebrate the comics they love. We’re excited to begin our partnership with Surge Licensing to create memorable experiences beyond our platform.” 

“Given that Webtoon is the #1 comic book entertainment app in the world with massive engagement and awareness, the possibilities for creating dynamic brand programs for their original IP are endless,” says Elan Freedman, executive vice president, Surge Licensing. “In the U.S. alone, Webtoon touts over 15 million monthly users, which is tremendous with room for major growth. We look forward to introducing the Webtoon brand and its key titles to potential partners at the upcoming Licensing Expo.”  

Surge also recently inked a deal to represent TOMY's "A Little Spot."