Surge Brands Announces First Slate of U.S. Licensing Partners for Mister Softee Brand
Surge Brands announces the first wave of licensing partners for Mister Softee®, one of America’s most iconic and beloved ice cream brands. This expansion into strategic product categories marks the beginning of a robust licensing program aimed at extending Mister Softee’s nostalgic charm and cultural relevance to new generations of fans.
The initial roster of U.S. licensing partners includes Centric Beauty/Taste Beauty (Health & Beauty Innovative Designs(Compounds and Slime); Multipet (Pet Toys & Accessories), C-Life Group (Apparel, now available at Five Below), Other Half Brewery (beer bottles/cans, promotional items), (Publicis Inc. (Mister Softee Jingle), and Columbia Pictures (truck rentals), These partners will debut Mister Softee-inspired collections that channel the brand’s playful personality, vintage Americana aesthetic, and signature jingle—bringing the magic of the ice cream truck to everyday consumer experiences.
Founded in 1956, Mister Softee has become the largest franchiser of soft ice cream trucks in the United States, with over 625 trucks operating across 18 states. Each year, Mister Softee trucks serve tens of millions of cones, sundaes, and shakes, with more than 2 billion treats sold since the brand’s inception. The brand generates an estimated $40–50 million in annual sales and holds a uniquely nostalgic place in American culture.
“Mister Softee holds a special place in the hearts of millions of consumers across generations,” said Ari Freedman, Vice President of Licensing, Surge Brands. “Our goal is to build a lifestyle licensing program that blends the brand’s nostalgic appeal with fun, high-quality products that surprise and delight fans in new ways. These first partners are perfectly aligned with that vision, and we’re thrilled to welcome them to the Mister Softee family.”
“For nearly 70 years, Mister Softee has been a summer tradition and a source of joy for communities across the country,” Michael Conway, Vice President, Mister Softee. “We’re excited to work with Surge Brands and these innovative new partners to extend our brand beyond the truck, into products and experiences that keep the Mister Softee spirit alive all year long.”
