Miss Universe to Conquer the Licensing World (Exclusive)

Endemol Shine North America will manage the commercial initiatives for The Miss Universe brand in the United States.

Endemol Shine’s LA-based team will explore opportunities for Miss Universe, Miss USA and Miss Teen USA for its competitions. The deal includes on-air integrations, off-channel sponsorships and promotions, digital initiatives and licensing extensions such as consumer products, gaming, live events and experiences. Health and wellness, beauty and lifestyle, apparel and accessories are among the target categories.

"Like so many other consumer brands today, I felt like there was such a great match between brand attributes and felt that some exciting programs could come to life," says Tamaya Petteway, senior vice president,  brand and licensing partnerships, Endemol Shine North America. "I thought this was such a hidden gem, in my opinion, and started to think of ways that my team could partner with Miss Universe to bring licensing and brand opportunities to life. We will be targeting off channel sponsorships and promotions, digital initiatives, licensing extensions with consumer products gaming, live events and experiential initiatives. Key categories for us are health and wellness, beauty and lifestyle, apparel and accessories, We think those are spot on for the brand but i' also excited about partnerships you might not think of that lend itself to Miss Universe and what its contestants represent. "

The joint announcement was delivered by Paula M. Shugart, president, The Miss Universe Organization and Tamaya Pettaway, Endemol’s senior vice president, brand and licensing partnerships, who became familiar with the program while serving on the 2017 Miss Teen USA committee.The 2018 Miss Universe competition will take place in Bangkok, Thailand, and will air in the United States live on Sunday, Dec. 16.

"I think Miss Universe stands for what is modern and what's fresh. The brand stands for empowering women and realizing their goals through experiences. I think there are so many brands and consumers that stand for those same characteristics and are looking for the opportunity to bring those things to life. The brand itself is both positive and aspirational. We want consumers to experiences in new and exciting ways."

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