Company will move classic publishing brand into apparel and bedding categories.
Metrostar has been appointed by Andersen Press to bolster the licensing programme for classic publishing brand, Elmer the Patchwork Elephant.
The company will focus on apparel and bedding for babies, toddlers and preschoolers.
Elmer, which was first published in 1989, is a best-selling picture book series with sales of over 8 million units in 50 countries.
Licensed products in the UK include toys and plush with Rainbow Designs, greetings and wrap with Hype, melamine with Petit Jour and magazines with Redan. Elmer licensed products are also on sale in France, Germany and Japan.
In developing clothing for Elmer, Andersen is following other classic books like The Gruffalo, Guess How Much I Love You and Dear Zoo, which have created apparel collections for many years.
In preparation, Andersen has completed a new style guide with Together Design and is working with Marshmallow Creative on new looks for baby and toddler apparel.
Claire Potter, md of Metrostar, enthused: “Andersen really understand how to present classic properties for today’s market. Elmer’s new styling is beautiful, fresh and fun. It’s great to be working with a team who are so creative, positive and supportive.”
Sarah Pakenham, rights director at Andersen, added: “We are very impressed with Metrostar’s approach to apparel. Their Dear Zoo collections for Sainsbury’s and Marks & Spencer are especially beautiful. They completely understand how to translate classic stories into gorgeous clothing and we are very excited to be working with them on Elmer.”
Metrostar will be showcasing Elmer at Licensing & Merchandising Showcase, held at Chelsea FC on May 5.
