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.”