Ronnie Spellman sits down with Ari Freedman, founder of Surge Brands, to unpack how licensing turns strong brands into bigger businesses. Ari explains how his agency helps brand owners, IP holders, and manufacturers expand into new retail categories, from food and beverage to CPG, technology, and beyond.This conversation focuses on what makes a brand licensable, how iconic names like Hooters, Benihana, Mr. Softie, Toxic Waste, and Certs are being extended, and why determination matters more than quick wins. If you're building a brand and wondering how to scale beyond your core product, this episode is packed with practical perspective.In this episode, Ari explains that Surge Brands is a global licensing agency that helps brands and IP owners expand into new retail categories through licensing partnerships.He breaks down why even core categories are being licensed today, especially as manufacturing costs, tariffs, and operational headaches push brands toward other growth models.Ronnie uses Mr. Beast and Feastables as a clear example of creator-led brand extension into candy, showing how audience trust can translate into product demand.Ari says creator content is outperforming other media because people want fast, raw, real content and feel closely connected to creators.He describes the kinds of companies Surge Brands works with, including public companies, private companies, and brands in the 5 to 10 million revenue range that could scale much larger.Ari shares how brands like Benihana, Hooters, and Mr. Softie work because they already have strong notoriety and emotional recognition with consumers.He explains that landing major accounts can take years, using Hooters as an example of a three year pursuit that required persistence and relationship building.The conversation covers how licensing extends IP into toys, food, media, and retail, with the Teenage Mutant Ninja Turtles serving as a landmark example of what broad licensing can look like.Ari discusses Toxic Waste Candy and how the brand was extended into sour boba pearls and dirty soda style products by tapping into a current consumer craze.He outlines how to think about licensing strategy, including inbound licensing for smaller brands and outbound licensing for larger brands with enough equity to support retail deals.He says the best way to protect IP is often to actually use it through licensing, which makes trademarks more valuable and more defensible.Ari closes by sharing that Surge Brands recently acquired Certs and is repositioning the brand for both nostalgic and younger audiences.