William Mark Corporation, the creator of the plush toys Feisty Pets, has appointed Surge Licensing for the development of both licensing and entertainment initiatives for the brand.

Initially, Surge will follow up and support the brand’s plush toy program with content programming and lifestyle-based consumer products and publishing tie-ins.

Feisty Pet toys can currently be purchased online at FeistyPets.com and Amazon.com. The brand will also be available in specialty retailers domestically and internationally later this year.