Elmer the Patchwork Elephant welcomes Danilo and Robert Frederick to the licensing roster

Published on: 2nd December 2020

Elmer the Patchwork Elephant has welcomed two new licensing partners to its growing roster, as the popular publishing property now makes its way into the calendars and greetings, and gifts and stationery sectors.

A duo of deals brokered by Metrostar, Danilo has joined the line-up to publish calendars, greetings cards, gift wrap and bags, while Robert Frederick will create gifts, arts and crafts, and stationery.

Existing licensees are also busy working on new Elmer products. Amscan has renewed its dress up licence and Rainbow Designs will be adding new lines to its Elmer portfolio. Paul Dennicci has also developed the first Elmer babywear collection for Primark.

New products from all will be launched in 2021.

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

“As well as the addition of Danilo and Robert Frederick, in 2021 we will see new Elmer products in Primark, Sainsbury’s, Matalan, John Lewis and Waterstones.”

Paul Black, Andresen Press brand director, added: “We’re absolutely delighted to welcome Danilo and Robert Frederick to our licensing programme.

“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. We know how challenging it has been and really appreciate their continued support and enthusiasm for Elmer.”


Exclusive: What to look forward to at BLE

Hasbro unveils new Transformers licensed collaborations ahead of BLE 2023

Goliath named global plush partner for The Garfield Movie

Mattel and the Design Museum partner on Barbie 65th anniversary exhibition

Macmillan Children’s Books and Magic Light to celebrate 25 years of The Gruffalo

Zag collaborates with Puma for second Miraculous collection

Marriott Grosvenor House to host The World of the Snowman afternoon tea

Exclusive: Touching Base with BLE exhibitors

Spin Master and Paramount sign global toy deal for Dora

Wow! Stuff’s Real FX Thing takes hold of US market