New York, NY – Surge Brands announced today its appointment by Felix the Cat Productions, Inc. as the exclusive global licensing agency for Poindexter, an evergreen classic intellectual property reimagined for today’s generation with its roots originating from the iconic and globally recognized Felix the Cat universe. Surge Brands will spearhead worldwide efforts to develop licensing and merchandising programs, as well as original content for the reimagined brand.

Poindexter, the beloved brainiac sidekick of Felix the Cat, has charmed audiences for decades with his quirky personality and unmatched intellect. The new IP will build on Poindexter’s legacy, introducing fresh storytelling and innovative products that resonate with today’s audiences while honoring the character’s classic charm.

The strategic initiative for Poindexter will encompass a broad range of licensing categories, including toys, apparel, publishing, collectibles, and digital media. Surge Brands will also explore opportunities for animated series, interactive content, and collaborations with top-tier creators to ensure a multifaceted and engaging brand experience.

“Poindexter’s charm lies in his wit, quirky intelligence, and underdog spirit, and fans are drawn to his clever solutions, comedic timing, and relatable struggles, making him a symbol of resilience and creativity,” commented Ari Freedman, Vice President of Surge Brands. “It is these characteristics that we will build upon as we craft a multi-platform brand experience, creating engaging content and innovative consumer products that resonate with audiences and solidify Poindexter as a timeless and relatable icon.”

The Felix the Cat franchise has enjoyed global success since its creation in 1919, becoming one of the most recognizable animated characters in the world. Known as the first cartoon character to achieve mass popularity, Felix the Cat has been a merchandising powerhouse for over a century. With products spanning 100+ countries, Felix has earned billions of dollars in retail sales and cemented his legacy in pop culture history. The Poindexter character, Felix the Cat’s best friend, was created by Joe Oriolo in the 1950s, with the business overseen now by his son, Don Oriolo. The character’s legacy positions Poindexter for incredible potential as a spin-off brand that continues to engage audiences across generations.

“I’m thrilled to see Poindexter take center stage with his very own IP,” said Don Oriolo, owner of Poindexter, LLC and the Felix the Cat franchise. “Poindexter has always been a beloved character, reminding us that being different is a strength, not a flaw—a hero for those marching to their own beat. With his unique charm, wit, and cleverness, we’re dedicated to ensuring his legacy not only endures but also evolves in ways that captivate and inspire new audiences. Surge’s proven expertise in transforming classic characters into globally recognized brands makes this partnership an exceptional opportunity to expand the Felix universe. I couldn’t be more excited for what lies ahead.”

About Surge Brands
Headquartered in New York, NY, Surge Brands, Inc., a sister company to Surge Licensing, Inc., focuses on leveraging IP in the corporate and luxury brand, food, and confectionery spaces, strategically building franchises through global multi-platformed entertainment and product licensing programs.