When 17-year-old Miss Nebraska, Teresa Scanlan, took on the crown of Miss America this past January, she became the youngest Miss America in the pageant’s 90-year history. She likely had absolutely no idea as the show’s host, The Bachelor’s Chris Harrison, began to sing, “There She Is, Miss America,” that things would be changing a great deal during her reign.
The Associated Press reports that “the Miss America organization is partnering with two companies, Infinity Lifestyle Brands and Hilco Consumer Capital, for licensing, sponsorship and brand creation” to create branding and revenue opportunities around the franchise. A new entity has been created entitled Miss America Properties, which will “create a licensing-driven platform focused on 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,” stated Cory M. Baker, Managing Director of Brand Strategy and Development, Infinity Lifestyle Brands, in a press release. “The real beauty behind this brand is its applicability and relevance in the marketplace across all product categories,” added Jeffrey Branman, Managing Partner, Hilco Consumer Capital.
The beauty pageant business has been tottering on its high heels ever since TLC’s Toddlers and Tiaras hit the air, so we’ll be fascinated to see how the “Queen of Femininity,” as the song calls her, will evolve. Scanlan, meanwhile, continue spreading goodwill via local appearances and speeches until the next Miss America is crowned at Planet Hollywood in Las Vegas on Jan. 14.