By Allison Watkinson
TLL Reporter
Felix the Cat Productions has appointed Surge Brands as the exclusive global licensing agency for its Poindexter character IP.
Created by Joe Oriolo in the 1950s, Poindexter is a main character from the long-standing animated franchise, Felix the Cat.
Originally known as Felix’s sidekick and best friend, Poindexter will now be expanded into a stand-alone character IP with a slate of new and reimagined content, products and storylines.
“I’m thrilled to see Poindexter take center stage with his very own IP,” said Poindexter brand owner, Don Oriolo. “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.”
As the official representative for Poindexter, Surge Brands will work to secure and develop new licensing partnerships, merchandise collaborations and original content for the reimagined character IP.
“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 Surge Brands VP, Ari Freedman. “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 upcoming Poindexter licensing program will span a wide range of categories such as toys, apparel, publishing, collectibles, digital media and more.
Surge Brands also plans to explore opportunities for animated series, interactive content and artistic collaborations to develop an engaging brand experience.
“Surge’s proven expertise in transforming classic characters into globally recognized brands makes this partnership an exceptional opportunity to expand the Felix universe,” said Oriolo. “I couldn’t be more excited for what lies ahead.”
A sister company to Surge Licensing, Surge Brands focuses on helping its clients expand their IPs through multi-platform entertainment and consumer product programs.