By Gary Symons
TLL Editor in Chief
A fascinating new brand company, Reboot Brands, was just launched by the founders of licensing agencies Surge Brands and Surge Licensing.
Reboot is a brand company with a difference, headed by Ari Freedman, CEO of Surge Brands, and father Mark Freedman, CEO of Surge Licensing.
The two stalwarts in the global licensing industry said the idea behind the company is in the name, as it Reboot Brands is literally in the business of, well, rebooting brands.
“Reboot is focused on acquiring and reimagining nostalgic consumer brands, bringing them back to modern audiences through refreshed design, product formulas and strategic licensing and retail programs, for a new generation,” the two Freedmans said in a joint statement.
Reboot not only announced its own official launch, but also the acquisition, rebrand and relaunch of Certs, arguably the most famous breath mint of all time.
“There’s tremendous, untapped value in legacy IP that has strong heritage importance,” said Mark Freedman. “Certs is the perfect example; a trusted name with built-in equity that can extend naturally into new, relevant product categories.”
Certs were originally introduced in 1956 and very quickly became one of America’s best-selling breath mints, famous for their signature sparkle and the memorable slogan “two mints in one.”
Reboot, in partnership with its licensee Nature’s Stance, has just debuted a new product line for Certs, available now on Amazon. That new line will shortly expand into retail distribution across mass, mid, and specialty retail, Reboot says.
Reboot and Nature’s Stance say they will also grow the Certs brand into associated oral care categories, including toothpaste, mouthwash and mouth rinse in 2026.
“We founded Reboot as consumers today have a deep emotional connection to historically memorable brands, and Certs perfectly aligned with our strategy to leverage that experience and deliver a product line that will succeed on every level,” said Ari Freedman. “We are excited to honor the past while delivering new and improved products that are scalable, have strong brand appeal and multi-generational efficacy.”
Josh Christensen, the VP of Marketing & eCommerce Sales at Nature’s Stance, 
Xylichew, Certs, says the new product line includes a rebrand that will resonate with those who used Certs in the past, and those who encounter it for the first time.
“Certs has been a part of people’s lives for decades,” Christensen said. “We’re thrilled to see the brand return with a modern edge, updated packaging, and new product extensions that stay true to its refreshing roots.”
Clients of Surge Licensing and Surge Brands will be happy to know, by the way, that Ari and Mark will continue to own and operate the two prominent licensing agencies.