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Two new licensees signed for Elmer the Patchwork Elephant

Beloved kid’s book character Elmer the Patchwork Elephant is getting even more popular with licensees, as agent Metrostar signed up two new deals this month.

One of those agreements is with Danilo, a leading European publisher of licensed calendars, greeting cards, gift wrap and bags, and diaries. A family-run company operating for over 40 years, Danilo works with a huge range of official titles.

Danilo will be publishing a new range of Elmer-themed calendars, greetings cards, gift wrap and bags.

The second agreement is with Robert Frederick, a popular UK-based firm that works primarily with branded creations in the area of stationery, gifts, toys and games, books, diaries and calendars. Under this agreement Robert Frederick will be producing several lines of pachodermery, including gifts, arts and crafts kits, and stationery.

Existing licensees are also busy working on new Elmer products, Metrostar reports.

Amscan have renewed their dress-up licence and Rainbow Designs are adding new lines to their Elmer portfolio. Paul Dennicci has also developed the first Elmer babywear collection for Primark.

New products from all those licensees will be launched in 2021.

“Elmer is proving to be a very reliable performer in a number of product categories across an increasingly large retail base,” says Claire Potter, Metrostar’s managing director. “Metrostar started working on Elmer in 2016 and in every year since he has gained new licensees and added new retailers to the programme.”

In addition to Danilo and Robert Frederick, in 2021 Metrostar expects to see new Elmer products in Primark, Sainsbury’s, Matalan, John Lewis and Waterstones outlets.

Elmer the Patchwork Elephant was written by David McKee in 1968 and has been published by Andersen Press since 1989, with more than 8 million copies sold.

“We’re absolutely delighted to welcome Danilo and Robert Frederick to our licensing programme,” said Paul Black, Andersen Press brand director. “Both are perfect partners for Elmer and we look forward to working with them to develop and promote new products.

“We would also like to thank our family of Elmer licensees for working so hard this year,” Black added, acknowledging the difficulties faced by licensees and retailers due to the COVID-19 pandemic. “We know how challenging it has been and really appreciate their continued support and enthusiasm for Elmer.”



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