Licensed frozen treats are no longer a novelty. The category was once known for its pairing of beloved brands with limited-time offers, but many of these collaborations have gained permanent shelf space online and in stores.

For example, ice cream maker and store operator Serendipity3 sold an ownership stake to Selena Gomez and then released a pint-sized Cookies & Cream Remix last fall, playing off the singer’s hit “Ice Cream.” Rapper/record producer Jermaine Dupree, meanwhile, licensed Big Innovation Group to introduce “JD’s Vegan Ice Cream,” which is being sold through 736 Walmart stores.

And in the snack and candy aisles, McKee’s Little Debbie snack food brand having paired with Hudsonville Ice Cream last month for oatmeal cream pie and honey bun flavors. Additionally, Ferrara Candy Co. licensed Wells Enterprises for co-branded Bomb-Pops that combine strawberry, watermelon and grape flavors and are expected to hit retail next month.

“There’s a huge amount of competition and everybody is looking for ways to stay relevant and sometimes its flavor licensing and extensions,” said Leigh Ann Schwarzkopf, principal in the Project Partners Network. “And it makes for unusual combinations. It’s intriguing to guess what Friends ice cream will taste like.”

These licensed frozen treats meet a similar surge in licensing in cereal, coffee, barbeque meats, sauces, and frozen appetizers—nostalgia brands that are trying to retain the newfound popularity they gained during the pandemic while companies across the board are working to remain culturally relevant in an ever-changing market.

For example, Unilever’s Ben & Jerry’s launched “Save the Whirled” vegan ice cream with former NFL quarterback Colin Kaepernick to support the social and racial justice efforts of his “No Your Rights Camp.” There is also the 130-store Friendly’s, which emerged from bankruptcy with a new owner, seeking to reestablish itself with licensed Oreo, Reese’s Pieces and M&M toppings for its ice cream cones. And actress Tyra Bank’s paired her SMiZE brand with singer Lionel Richie for “All Night Long” ice cream that’s sold exclusively at Walmart.

The growing number of combinations is partly what led Jel Sert, already established in the licensed non-alcohol frozen ice pops and drink mix category, to cross into versions featuring vodka, agave, rum, and other flavors, with Chablis set to debut this summer. For the time being, Sliq Spirited Ice, which is being sold through Walmart (1,000 stores), Albertsons (150), and other retailers—including most recently Bev-Mo (160)—will remain non-licensed. But there are long-range plans offering licensed co-branded and other versions as well.

“I think this is a category ripe for innovations,” said Gavin Wegner, senior brand manager at 21 Holdings, a susidiary of Jel Sert responsible for the frozen alcohol ice pops.  It is no longer just for enjoyment to beat the heat on a summer day.  Consumers are in a position now where they are looking for unique ways to enjoy an item in any format and category, and they are almost demanding to get something out of it.” It