The brand’s current program includes more than 50 million product units with partners such as Heinz, Inventure and Diageo that earns more than $400 million in sales annually.

Brand² Squared is seeking new licensees to create food and beverage products consistent with the Friday’s menu, as well as home goods such as bar equipment and glassware.

"Our approach to licensing is as important and strategic as any other aspect of our marketing efforts," says Trey Hall, senior vice president and chief marketing officer for T.G.I. Friday’s. "The expanded licensing program aims to package the fun and excitement of a casual dining or a late-night bar experience into products consumers can enjoy at home to extend the Friday feeling beyond the restaurant and bar."