TLL Staff
Surge Brands has announced the first wave of licensing partners for Mister Softee, expanding the iconic ice cream truck brand into new product categories aimed at reaching younger generations of consumers.
The program’s initial partners include Centric Beauty/Taste Beauty for health and beauty products, Multipet for pet toys and accessories, C-Life Group for apparel now sold at Five Below, Other Half Brewery for beer and promotional items, Publicis Inc. for the Mister Softee jingle, and Columbia Pictures for truck rentals.
Each will introduce Mister Softee-inspired collections reflecting the brand’s playful identity and vintage Americana aesthetic.
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. Mister Softee trucks serve tens of millions of cones, sundaes, and shakes every year, 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, said Ari Freedman, Vice President of Licensing, Surge Brands.
“Mister Softee holds a special place in the hearts of millions of consumers across generations,” Freedman said. “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.”
Michael Conway, Vice President at Mister Softee, said working with Surge Brands is allowing the company to extend its popularity beyond the kids at the curb and into new product categories.
“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.
“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,” Conway added.