Surge Brands Tapped to Drive Global Licensing Expansion for Whirly Pop

Surge Brands further expands its foothold in the confectionary space with the appointment as exclusive worldwide licensing agent for Whirly Pop®, the iconic rainbow-swirled lollipop brand owned by Adams & Brooks, Inc. The partnership aims to expand Whirly Pop® into a broad range of consumer products that embody the brand’s signature fun, colorful, and flavor-filled personality.

Whirly Pop® is a globally recognized American classic with roots dating back to the mid-20th century. Still proudly family-owned and now in its third generation, the brand is synonymous with high-quality candy that creates joyful memories across generations. Its vibrant rainbow design and bold, fruity flavors appeal to both kids and nostalgic adults alike.

“Whirly Pop® is a brand with instant emotional resonance—it brings smiles the moment you see that iconic swirl,” stated Ari Freedman, President of Surge Brands. “Our mission is to translate that magic into compelling new product categories that fans of all ages can enjoy. We see enormous potential across apparel, accessories, home goods, toys, and more—both here in the U.S. and internationally.”

“Our family has spent decades building Whirly Pop® into a beloved treat enjoyed by millions,” said John Brooks, Jr., President of Adams & Brooks, Inc. “We are excited to partner with Surge Brands, whose expertise and global reach will help us introduce Whirly Pop® to new audiences through imaginative licensing programs. This is an exciting new chapter for our brand.”

With its instantly recognizable rainbow pattern, vibrant brand personality, and broad multi-generational appeal, Whirly Pop® is perfectly positioned to inspire a wide range of licensed products that tap into today’s appetite for fun, nostalgic, and highly shareable consumer experiences.