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Endemol Shine US to develop Miss Universe brand

New partnership covers Miss Universe, Miss USA and Miss Teen USA.

Endemol Shine is to work with The Miss Universe Organization on commercial initiatives in the US.

The partnership will see Endemol Shine’s LA-based team look for opportunities with US brands for Miss Universe, Miss USA and Miss Teen USA.

These will include 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.

“The Miss Universe brand is recognized all over the world with nearly 10,000 women participating in our programs each year,” said Paula M. Shugart, president of The Miss Universe Organization.

“Our organization 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.”

Tamaya Petteway, svp of brand and licensing partnerships at Endemol Shine North America, added: “When we work with television properties beyond our studio, it’s important that they are a great fit and The Miss Universe Organization is just that – a globally recognized brand with a built-in audience, broad appeal, a passionate fan base and talent that uplifts and inspires.”

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