Surge Licensing Inc
Surge Licensing Inc is a private, founder-led IP development and licensing agency that identifies early-stage entertainment properties from independent creators and grows them into multi-platform consumer product and entertainment licensing programs through a global network of 600+ licensees.
- Company typePrivate
- Founded1986
- HeadquartersJericho, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Surge Licensing Inc does
Surge Licensing Inc is a private, founder-led intellectual property development and licensing agency headquartered in Jericho, New York, established in 1986 by Mark Freedman. The firm specializes in identifying early-stage entertainment IP from independent creators and studios and developing it into multi-platform consumer product and entertainment licensing programs. Surge represents a portfolio of six principal properties — WEBTOON (digital comics platform, 82M+ monthly active users), Spy Ninjas (YouTube franchise, 20M subscribers and 300M+ monthly views), Feisty Pets (plush toy brand), Munchkin (card/board game franchise), Thimblestump Hollow (children's entertainment), and Rifts (pen-and-paper RPG) — and maintains relationships with more than 600 licensees across manufacturers, publishers, and entertainment producers worldwide.
The company's core service is acting as an exclusive licensing agent for IP owners: sourcing new mandates, brokering master toy and publishing partnerships (e.g., Playmates Toys and Scholastic for Spy Ninjas, Jazwares for Feisty Pets), and extending properties into digital channels such as Roblox and YouTube adaptations. Surge does not develop proprietary technology, software, or AI/ML systems; its value creation rests entirely on human-driven IP scouting, deal-making, and brand development expertise. Founder Mark Freedman is credited with discovering and brand-launching Teenage Mutant Ninja Turtles, which Surge grew into a $1B+ licensing and entertainment franchise before divesting the IP to Viacom's Nickelodeon in 2009 at a $3B mega-brand valuation.
Surge generates revenue primarily through licensing commissions and royalties on deals it brokers between IP owners and the 600+ licensee network, with a secondary revenue stream from entertainment production and content licensing fees. The firm operates as a B2B agency with no publicly disclosed pricing or fee schedule; its go-to-market relies on industry events (License Global, Kidscreen, Toy Fair), earned media coverage, and targeted outreach to independent creators and studios. With a 1-10 employee headcount and no outside funding disclosed, Surge functions as a boutique, founder-controlled licensing intermediary whose commercial outcomes are tightly coupled to the performance of a small number of represented IP mandates.
Surge Licensing Inc firmographics
Firmographics- Name
- Surge Licensing Inc
- Legal name
- Surge Licensing Inc
- Website
- https://surgelicensing.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Surge Licensing Inc is a private, founder-led IP development and licensing agency that identifies early-stage entertainment properties from independent creators and grows them into multi-platform consumer product and entertainment licensing programs through a global network of 600+ licensees.
- Ownership category
- akta.pro rank
Surge Licensing Inc industry classification
Industry- Product category
- Entertainment Licensing Services
- NAICS
- Motion Picture and Video Distribution (512120)
- SIC
- Patent Owners & Lessors (6794)
- akta.pro primary industry
- Merchandising, Character & Brand Licensing (MPADALAF)
- akta.pro secondary industries
- Ancillary & Derivative Rights Licensing (Remakes, Spin-offs, Merchandising) (MPABANAJ), Branded Content & Sponsorship Licensing (Integrations, Product Placement) (MPABANAH)
Keywords
Where Surge Licensing Inc is headquartered
LocationHeadquarters
- HQ city
- Jericho
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Surge Licensing Inc business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations
Revenue model
- Licensing Commissions and Royalties: Surge Licensing generates revenue by representing intellectual property owners and growing their brands into consumer products and entertainment. The company earns commissions and royalties from licensing deals with manufacturers, publishers, and entertainment producers worldwide. They have managed over 600 licensees worldwide for various properties.
- Entertainment Production: Surge produces entertainment franchises including television series and manages content licensing rights for a diverse portfolio of properties, generating revenue through production and licensing fees.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels3 records
Surge Licensing Inc product offering
Product offeringCore offering
Surge Licensing is an intellectual property development and licensing agency that identifies emerging entertainment properties and grows them into multi-platform consumer product and entertainment licensing programs. The company represents IP owners and brokers deals with a global network of more than 600 licensees, including manufacturers, publishers, and entertainment producers, earning commissions and royalties on the resulting licensing programs. Surge also produces entertainment franchises (e.g., television series) and offers brand strategy, consulting, and licensing management services across toy, publishing, gaming, and digital media categories.
Product overview
Surge Licensing Inc is an entertainment development company and licensing agency that identifies intellectual property and grows brands into multi-platformed entertainment and consumer product licensing programs. The company represents a portfolio of entertainment IPs including WEBTOON (digital comics platform), Spy Ninjas (YouTube media franchise), Feisty Pets (toy brand), Munchkin (card/board game), Thimblestump Hollow (children's entertainment), and Rifts (role-playing game). Surge partners with world-class creators to bring their brands to life through consumer products and entertainment programs, operating as a licensing intermediary rather than a technology product company.
Differentiator
Problem solved
Functional benefit
Products and services
- WEBTOON Licensing Representation Exclusive licensing representation for WEBTOON's online comics IP. The platform is the world's largest digital comics publisher with 82+ million monthly active users and adaptations on Netflix, HBO Max, and other screens, and Surge brokers the resulting licensing programs with manufacturers, publishers, and entertainment producers worldwide.
- Spy Ninjas Licensing Representation Exclusive licensing representation for Spy Ninjas, the #1 most viewed YouTube story-driven media franchise, with 20 million subscribers and over 300 million new views every month. The program extends the brand into books (Scholastic), toys (Playmates Toys), and Roblox, with Surge coordinating master toy, publishing, and digital partners.
- Feisty Pets Licensing Representation Licensing representation and brand growth for WMC's Feisty Pets plush toy line, whose products change expression from cute to angry when squeezed, with over 20 animals available. Surge manages toy (Jazwares, Multipet International) and adjacent consumer product licensing programs for the brand.
- Munchkin Licensing Representation Licensing representation for the Munchkin card and board game franchise written by Steve Jackson and illustrated by John Kovalic, capturing the gameplay of a dungeon adventure without traditional role-playing complexity. Surge extends the brand into adjacent licensed product categories.
- Thimblestump Hollow Licensing Representation Licensing representation for the Thimblestump Hollow children's entertainment brand, featuring creatures inhabiting ordinary places, developed with master toy and publishing programs under Surge's exclusive agency role.
- Rifts Licensing Representation Licensing representation for the Rifts pen-and-paper role-playing game franchise (20+ years old), extending the IP into adjacent gaming and entertainment categories through Surge's licensee network.
- Entertainment Production Services Production of entertainment franchises (television series, content licensing) on behalf of represented IP owners, generating revenue through production and licensing fees. Notable productions include the Teenage Mutant Ninja Turtles TV series and reality programming for NBC Sports Network.
- Licensing Agency Representation Services Outsourced licensing representation for IP owners, brokering deals with manufacturers, publishers, and entertainment producers across multiple product categories and territories worldwide (600+ licensee network). Surge acts as exclusive licensing agent for brands including WEBTOON, Spy Ninjas, Feisty Pets, Munchkin, Thimblestump Hollow, and Rifts, and previously represented Teenage Mutant Ninja Turtles.
Quantifiable outcome
- TMNT franchise grew to $1B+ in licensing and entertainment revenue under Surge's management
- +3 more outcomes
Companies that use Surge Licensing Inc
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles2 records
Surge Licensing Inc technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Surge Licensing Inc partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- WEBTOONcoreWEBTOON tapped Surge Licensing as exclusive licensing agent for its online comics properties. WEBTOON is the world's largest digital comics platform with 82+ million monthly active users and adaptations on Netflix and HBO Max.
- ScholasticcoreHit YouTube franchise 'Spy Ninjas' signed a three-year book deal with Scholastic for publishing rights.
- RobloxcoreSurge Licensing brought 'Spy Ninjas' to Roblox as part of digital expansion strategy.
- Multipet InternationalminorSurge Licensing partnered with Multipet International for pet toys based on licensed properties.
- Playmates ToyscoreSurge Licensing signed Playmates Toys as master toy partner for the Spy Ninjas franchise.
- Spy NinjascoreSurge signed on as exclusive licensing representative for Spy Ninjas, the YouTube franchise created by Chad Wild Clay & Vy Qwaint with 20 million subscribers and 300+ million monthly views.
- SmartNoggin Toys / NogginStikminorSurge Licensing signed award-winning infant toy NogginStik and parent company SmartNoggin Toys for global growth and licensing.
- TeamTOminorTeamTO tapped Surge for US/Canada exclusive agent representation for 'Mighty Mike' animated series.
- Thimblestump HollowcoreSurge Licensing named exclusive agent for Thimblestump Hollow and partnered with a master toy partner for brand development.
- Studio71coreSurge Licensing partnered with Studio71 to grow Feisty Pets media brand.
- JazwarescoreJazwares named master toy partner for Feisty Pets plush toy line.
- Dick Figures (Six Point Harness/Mondo Media)minorElan Freedman led the launch of Dick Figures, the hit online animated series, into nationwide retail distribution and international expansion.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Surge Licensing Inc competitors and assessment
Company assessmentBroad incumbents
- Spin Master: Global children's entertainment company developing toys, games, and licensed content (PAW Patrol, Bakugan). Comparable to Surge in entertainment IP development and licensing strategy, but operates as a major incumbent with owned franchises.
- Mattel: Global toy and family entertainment company with deep licensing operations (Barbie, Hot Wheels, Masters of the Universe). Comparable to Surge as a top-tier entertainment licensing organization, though Mattel owns its IP and operates at massive scale.
- Hasbro: Global play and entertainment company with a major consumer products licensing and brand management business (Transformers, My Little Pony, etc.). Comparable as a major player in entertainment licensing and brand development, but vastly larger and IP-owner oriented.
- WildBrain: Canadian entertainment company managing children's content and licensing programs (Peanuts, Teletubbies, Strawberry Shortcake). Comparable to Surge as a children's entertainment IP owner/licensor, but operates at much larger scale with owned IP rather than agency representation.
Others
- Jazwares: Toy manufacturer and master toy licensee for multiple Surge-represented properties including Feisty Pets. Comparable as a key channel partner/ecosystem participant that Surge engages for product distribution, rather than a direct competitor.
- Studio71: Digital media company and YouTube network that partnered with Surge to grow the Feisty Pets brand. Comparable as a digital content partner in the licensing ecosystem where Surge operates, rather than a direct licensing competitor.
Direct peers
- Global Icons: Los Angeles-based licensing agency representing entertainment brands into consumer products. Comparable to Surge as a boutique licensing agency serving IP owners in entertainment and consumer products.
- Beanstalk: Global brand licensing agency representing IP owners across consumer products, entertainment, and digital. Closely comparable to Surge in business model (commission-based licensing representation) and client base (entertainment and consumer brands).
- Bulldog Licensing: UK-based brand licensing agency representing entertainment and consumer IP across categories. Directly comparable to Surge as a mid-sized licensing agency focused on entertainment properties, though operating primarily in the UK/European market.
- CPLG (Copyright Promotions Licensing Group): International licensing agency representing entertainment and corporate brands across multiple territories and product categories. Comparable to Surge as a specialist licensing intermediary with multi-territory reach and similar IP-owner clientele.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Surge Licensing Inc social profiles
Digital presenceSurge Licensing Inc financial estimates
Financial estimateRevenue estimate
Valuation estimate
Surge Licensing Inc leadership team
Management profileNumber of profiles
Profiles2 records
Surge Licensing Inc funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Surge Licensing Inc M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Surge Licensing Inc
What does Surge Licensing Inc do?
Surge Licensing is an intellectual property development and licensing agency that identifies emerging entertainment properties and grows them into multi-platform consumer product and entertainment licensing programs. The company represents IP owners and brokers deals with a global network of more than 600 licensees, including manufacturers, publishers, and entertainment producers, earning commissions and royalties on the resulting licensing programs. Surge also produces entertainment franchises (e.g., television series) and offers brand strategy, consulting, and licensing management services across toy, publishing, gaming, and digital media categories.
Is Surge Licensing Inc a public or private company?
Surge Licensing Inc is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Surge Licensing Inc founded?
Surge Licensing Inc was founded in 1986. It employs 1 to 10 people.
Where is Surge Licensing Inc based?
Surge Licensing Inc is headquartered in Jericho, United States, in the North America region.
How does Surge Licensing Inc make money?
Two revenue lines are on record. Licensing Commissions and Royalties are the primary driver. The others are entertainment Production.
Who are Surge Licensing Inc's main competitors?
Broad incumbents on record are Spin Master, Mattel, Hasbro and WildBrain. Others are Jazwares and Studio71. Direct peers are Global Icons, Beanstalk, Bulldog Licensing and CPLG (Copyright Promotions Licensing Group).
Does Surge Licensing Inc have an API?
No public API is recorded for Surge Licensing Inc.
What industry is Surge Licensing Inc in?
Surge Licensing Inc's product category is Entertainment Licensing Services. Its primary akta.pro industry code is MPADALAF, Merchandising, Character & Brand Licensing, with a secondary code of MPABANAJ, Ancillary & Derivative Rights Licensing (Remakes, Spin-offs, Merchandising). Its NAICS code is 512120 and its SIC code is 6794.