Brand Licensing 

IMG deals for Seat and Cosmopolitan’s Mii Cars

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Hearst Magazines International has partnered with Seat to create a Cosmopolitan limited edition Mii, Seat’s utility vehicle, in a deal brokered by IMG.


Mii by Cosmopolitan is a co-creation between Seat designers and Cosmopolitan editors and readers, who provided feedback to shape the design as well as helped in the development of the accessories included in the new model.

“The Mii by Cosmopolitan is being designed to meet women’s needs in terms of daily usage. This new car will go beyond aesthetics; it is a functional vehicle where the design has a purpose,” says Susanne Franz, global marketing director, Seat. “Cosmopolitan contributed to transforming the role of women in society and the Mii by Cosmopolitan aims to establish a fresh perspective on cars. The agreement struck with the world’s largest magazine brand for women gives us the opportunity to launch our most feminine car. The Mii by Cosmopolitan is a tribute to the modern woman.”

The new car was revealed in London, Sept. 15, at Cosmopolitan’s #FashFest, a five-day, consumer-festival of fashion.

The new Mii by Cosmopolitan will initially be available across almost 30 territories in Europe.

“We are really excited by this collaboration,” says Matthew Primack, vice president, licensing, IMG. “Following on from Cosmopolitan’s entry into the beauty space with the launch its fragrance last year, this latest market breakthrough is a testament to the brand’s widespread appeal. We look forward to expanding the Cosmopolitan brand yet further over the coming months.”

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