Andersen Press and Metrostar secure five new partners for classic brand.
A raft of new licensee and retail partners have joined the programme for classic brand Elmer the Patchwork Elephant.
Andersen Press and Metrostar have secured a further five partners – looking to build on the success the brand has enjoyed in Sainsbury’s earlier this year with the babywear debut for Tu.
Amscan will create dress-up costumes for little ones; Casa Chicos will develop baby apparel and nursery lines; and JoJo Maman Bebe is launching an Elmer capsule collection for one to six year olds.
In addition, Milly & Flynn is working on stacking blocks and board games, while Cooneen will develop children’s nightwear.
New products will begin to appear later this year.
In addition, Tu at Sainsbury’s and M&Co are launching new baby ranges through current licensee, Paul Dennicci.
Sarah Pakenham, rights director at Andersen Press, commented: “We were thrilled with the reaction to Elmer’s first baby collection in Sainsbury’s and are very excited to be working with them on more Elmer clothing.
“This is the perfect time to welcome our new licensing partners.”
Claire Potter, md of Metrostar, which manages apparel and bedding for the brand, added: “Elmer is beginning to make his mark in apparel and we have been bowled over by retailers’ enthusiasm for him.
“We are being selective; working closely with partners who will nurture Elmer and enable him to fully realise his potential.”
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