After creating the web comic that led to multiple New York Times bestsellers, The Awkward Yeti and Heart and Brain author and artist Nick Seluk is now turning his eponymous characters into consumer products and promotions with Surge Licensing as the exclusive licensing agent.

“There is so much wit and charm coded in the brand’s DNA,” says Elan Freedman, senior vice president, Surge Licensing. “With such relatability in the characters themselves being organs, their banter and the situational stories, we have the perfect recipe for a consumer product program and promotional vehicle that deeply taps into the current zeitgeist, while putting smiles on readers’ faces.”

The Awkward Yeti is a webcomic series led by the duo Heart and Brain. The comic’s odd couple attempt to pave the way for self-improvement and happiness in different scenarios. Heart, the optimist, is the impulsive dreamer, while Brain is the anxious, pragmatic realist. Together they are constantly at odds but enjoy the occasional respite from compromise. Heart and Brain, and their vessels (Lars, The Awkward Yeti), are flanked by a cast of other organ characters, like the manipulative Tongue, the angry Liver and the sad Gallbladder.  The webcomics can be read on Instagram, Facebook and TheAwkwardYeti.com.

"I think people from all backgrounds are drawn to the characters because they can see themselves reflected back regardless of race, gender, socioeconomic status or religion,” says creator Nick Seluk. “We’re all trying to live our best lives, be the best versions of ourselves and embrace our own weirdness.”

Surge plans to further develop the brand through toys, apparel and other soft goods, social expressions and promotional partners.