The Miss Universe Organisation leaps into licensing with Endemol Shine North America

Endemol Shine North America and The Miss Universe Organisation have partnered to work on commercial initiatives in the United States.

The joint announcement was made today by Endemol Shine North America senior vice president of brand and licensing partnerships, Tamaya Petteway and The Miss Universe Organisation’s president, Paula M Shugart.

Endemol Shine’s licensing outfit will seek opportunities with US brands for Miss Universe, Miss USA and Miss Teen USA, including on-air integrations, off-channel sponsorships and promotions, digital and consumer products.

Gaming, live events and experiences will also fall within the remit as well as health and wellness, beauty and lifestyle, apparel and accessories.

The relationship originated after PEtteway served on the committee that helped determine the winner at the 2017 Miss Teen USA pageant.

“After a first-hand experience meeting the dynamic young women who were competing, I was able to better understand what the brand represents and the unlimited potential the titleholders have for partnerships and licensing opportunities in each state as well as across the country,” said Petteway.

“When we work with television properties beyond our studio, it is important that they are a great fit and The Miss Universe Organisation is just that – a globally recognised brand with a built-in audience, broad appeal, a passionate fan base, and talent that uplifts and inspires.”

Paula M Shugart, president of the Miss Universe Organisation, added: “The Miss Universe brand is recognised all over the world with nearly 10,000 women participating in our programmes each year.

“Our organisation is uniquely positioned to support stakeholders in different markets on the grassroots and national level, and we look forward to building new opportunities together with Endemol Shine.”

The Miss Universe competition is one of the most viewed live global television events. It is currently distributed to around 170 different countries and territories. Miss USA is distributed to nearly 70.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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