Surge Brands announced today its appointment by Felix the Cat Productions, Inc. as the exclusive global licensing agency for Poindexter, a classic intellectual originating from the Felix the Cat universe, updated for today’s generation. Surge Brands will spearhead worldwide efforts to develop licensing and merchandising programs, as well as original content for the reimagined brand.
Poindexter has for decades lent his quirky personality and unmatched intelligence to the adventures of Felix the Cat as a brainy sidekick. 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 toon 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,” said Ari Freedman, VP 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 IP expansion partners believe 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.”
Licensing inquiries may be made to Ari Freedman of Surge Brands, ari@surging.com.
