Is That Paris Hilton Calling?

Just got an amusing/frightening email about Paris Hilton partnering with Gameloft for a series of mobile phone games based on the brand of Paris Hilton. The first one comes out this summer and will be geared towards "tweens/teens and fans of Paris Hilton." (Well, it wouldn't make sense to gear it to people who can't stand Paris Hilton, would it?) Among the highlight of the press release is this description of Hilton by Gameloft: “She is a model, a fashionista, an actress, an entrepreneur and a pop culture force of nature whose appeal is recognized the world over.... She is a universal brand that surpasses all boundaries.” A universal brand? Like Coke? And Paris had this to say: “I’m excited to collaborate with Gameloft to bring the Paris Hilton brand and the glamour of young Hollywood to the cell phones of all my fans around the world,” said Paris Hilton. “My phone has become an all in one entertainment device and mobile games are an integral part of that. Mobile gaming is really hot right now and I’m excited to be part of this project.” Now how can I leverage the Michael Giltz brand onto new platforms and cross-market it for maximum capitalization?