Metrostar Sews Up Elmer Licensees

Classic literary character will expand into multiple apparel categories, games and more.

Anderson Press, publisher of Elmer the Patchwork Elephant, has partnered with a host of licensees to create new products for the literary character in the U.K.

Metrostar, the brand’s U.K. licensing agent, brokered the deals.

New partners for the program include: Amscan for dress up costumes; Casa Chicos for baby apparel and nursery lines; JoJo Maman Bebe for a kids’ capsule collection; Milly & Flynn for stacking blocks and board games; and Cooneen for children’s nightwear.

In addition, Tu at Sainsbury’s and M&Co will launch new baby ranges through the brand’s current licensee Dennicci.

Elmer is beginning to make his mark in apparel and we have been bowled over by retailers’ enthusiasm for him,” says Claire Potter, managing director, Metrostar. “We are being selective; working closely with partners who will nurture Elmer and enable him to fully realize his potential.”

The new Elmer merchandise is slated to launch later this year.

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