American Dairy Queen has tapped Global Icons to lead a new brand initiative for the restaurant and its signature treats, as well as for the Orange Julius brand.

Global Icons now plans to extend the Dairy Queen brand through licensing partnerships that leverage items like the Blizzard and the Dilly bar, extending the property into housewares, kitchen electrics, novelty items, toys and games.

“We are always thrilled to align ourselves with brands that have both a rich history and current market relevance,” says Bill McClinton, senior vice president, Global Icons. “The licensed products will not only evoke the memories of DQ lovers, but will also enable consumers to deepen their relationship with the brand into the future.”