By Gary Symons
TLL Editor in Chief
Surge Brands has been appointed exclusive global licensing agent for Fart Monsters, a fast-growing novelty toy brand owned by Scentco Inc., as the property looks to expand beyond its core plush line and “break wind” into broader consumer products categories.
The deal positions Surge Brands to develop and manage a worldwide licensing program for the humor-driven brand, with retail rollout expected to begin in 2027. Planned categories include apparel, accessories, collectibles, home goods and novelty items.
Originally launched as a line of scented plush toys (Scented? Yikes!) featuring built-in, self-inflating whoopee cushions, Fart Monsters has gained traction with kids and tweens for its combination of tactile play, collectability and, notably, its unapologetically ‘cheeky’ sense of humor.
The brand currently includes six characters and sits within the novelty and humor segment of the toy industry; a category that continues to perform strongly within the broader U.S. toy and game market, which generates more than $40 billion annually.
“Fart Monsters is exactly the kind of breakout property we look for: bold, highly differentiated, and built around a clear, humor-driven identity that resonates with today’s consumers,” said Ari Freedman, founder and president of licensing at Surge Brands. “With its strong character lineup, collectible format, and undeniable shareability, we see tremendous potential to extend the brand into new product categories and global markets.”
When it comes to licenses for the brand, this will be a clear case of ‘He who smelt it, dealt it,’ as Freedman and team seek out new collaborations. The brand has already proven it can make some noise in the licensing world—sometimes quite literally—and Surge is betting that momentum will carry into adjacent categories.
For Scentco, the partnership represents an opportunity to scale the IP globally and translate its novelty appeal into a broader lifestyle program.
“Fart Monsters was created to deliver pure, laugh-out-loud fun, and we’ve already seen incredible consumer response to the product line,” said Chris Coté, president of Scentco. “Partnering with Surge Brands allows us to take that energy and expand it into new formats, new categories, and new markets around the world. We’re excited to bring the Fart Monsters universe to life in ways fans haven’t experienced yet.”
While novelty-driven brands can sometimes be short-lived, licensing executives note that humor-based properties—particularly those that appeal to younger demographics—continue to show resilience at retail, especially in impulse and giftable categories.
With its combination of sensory play, character-driven design and irreverent positioning, Surge Brands believes Fart Monsters is well-suited to that space. The challenge for Surge Brands will be ensuring the licensing program doesn’t run out of gas as it scales globally … but if early consumer response is any indication, the brand already has more than enough wind in its sails.