Collaboration with LGBT+ young people’s charity Just Like Us will see first ever adult clothing for character.
Andersen Press will celebrate Pride this year in a collaboration with Elmer the Patchwork Elephant and LGBT+ young people’s charity, Just Like Us.
The partnership will see an adult range of Elmer clothing launch for the first time ever in the UK at TruffleShuffle (along with new children’s t-shirts), where all proceeds from sales will go back to the charity.
Elmer – created by David McKee over 30 years ago – was named an LGBTQ+ icon by The Guardian in 2014 with the book’s message of celebrating everyone’s true colours, acceptance and inclusivity. The book is also part of the ground-breaking No Outsiders teaching resource.
Andersen Press is keen to celebrate Elmer’s place in the LGBTQ+ community, raise money for a charity through the licensing programme and support through promotion, activities and resources.
Just Like Us aims to empower LGBT+ young people to make education more inclusive. Its annual initiative – School Diversity Week – empowers school staff and pupils across the UK to tackle homophobic, biphobic and transphobic bullying by organising activities that celebrate LGBT+ equality in education.
This year, School Diversity Week will run from June 21-25.
Andersen Press has designed new Pride assets for the campaign, with new elephant characters in the colours of the Pride, Lesbian, Bi and Trans flags. Resources from Just Like Us will feature in the free Elmer Day activities resource, and in turn Elmer will feature in Just Like Us’ resources for School Diversity Week.
The campaign will include special marketing from TruffleShuffle, as well as an influencer campaign with LGBTQ+ families showcasing the new clothing alongside Elmer books and further products from licensees.
“Every year we see Elmer read by LGBT families, and used in classrooms and homes around the world to open discussions on acceptance and inclusivity, we have wanted to give back for some time now and promote Elmer’s links to the community and raise some money at the same time,” said Paul Black, PR and brand director at Andersen Press. “Elmer celebrates everyone’s true colours, and that sentiment is shared by the amazing work of Just Like Us in schools around the UK.
“We hope with our new clothing range we’ll not only be able to raise a lot of money for the charity, but share Elmer’s message far and wide this Pride season.”
Dominic Arnall, chief executive of Just Like Us, added: “We’re delighted to be launching this collaboration with Andersen Press and TruffleShuffle, and funds raised will enable Just Like Us to continue improving the lives of LGBT+ young people through school talks, resources and School Diversity Week – our annual celebration of LGBT+ inclusion in education that this year is taking place June 21-25. We can’t wait to see Elmer opening up much-needed conversations about inclusion, acceptance and celebrating your true colours.”
TruffleShuffle’s Elmer x Pride range will be released in May, while Elmer Day will be marked on May 29.
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