Infinity and Hilco plan to evolve Miss America into a contemporary lifestyle brand through sponsorships and co-branded partnerships in the areas of fashion, media, lifestyle products and events.
“Developing Miss America into a license-based brand concept is a natural and powerful opportunity, and we are in discussions with a variety of strategic brands and sponsorship partners that are interested in influencing this transformational process from the onset,” says Cory M. Baker, managing director of brand strategy and development, Infinity Lifestyle Brands.
“The real beauty behind this brand is its applicability and relevance in the marketplace across all product categories,” says Jeffrey Branman, managing partner, Hilco Consumer Capital.
In a joint statement, Sam Haskell, III, chairman of the board of The Miss America Organization, and Art McMaster, president and chief executive officer, say: “We are thrilled to be partnering with proven successful brand experts so that we can continue to focus on our scholarship program and pageant while our partners begin to develop and grow the Miss America brand to its fullest potential. For the first time it will be available in lifestyle products to every woman around the world.”