Sponsorship and licensing agreement will expand iconic brand globally and into fashion, media and lifestyle products
Linwood, NJ, September 7, 2011 — The Miss America® brand is embarking on the ultimate makeover. Infinity Lifestyle Brands and Hilco Consumer Capital have signed a definitive agreement with The Miss America Organization for the rights to licensing, sponsorship and brand creation.
Building on a 90-year heritage as iconic Americana—and a brand that experiences nearly 100 percent unaided consumer recognition—the partnership marks the start of a long-awaited revitalization including expansion internationally and beyond one of America’s most recognized and beloved traditions—the annual Miss America Pageant. The partnership will also pave the way for Infinity and Hilco to evolve Miss America into a contemporary lifestyle brand by positioning the new entity—Miss America Properties—as a sponsorship and licensing-driven platform focused on co-branded partnerships with leading American companies including 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,” said 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,” confirmed Jeffrey Branman, Managing Partner, Hilco Consumer Capital.
Miss America Properties will identify and leverage strategic partners that will champion the core values for which the brand is known—service, scholarship, style and success—while ensuring it reflects the positive influences and vast potential for today’s young women.
In a joint statement, Sam Haskell, III, Chairman of the Board of The Miss America Organization, and Art McMaster, President & CEO, said, “We are thrilled to be partnering with proven successfulbrand 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.”