The deal means Penguin Ventures will no longer continue its representation of Elmer for licensing and consumer products. Penguin Random House and Andersen mutually decided on the move following recent changes to the companies’ book sales agreement.
MetroStar will now oversee all categories in the U.K. and help manage Andersen’s network of sub-agents across all categories globally. The promotion comes on the heels of MetroStar’s success moving Elmer the Patchwork Elephant into apparel with a Claire Potter partnership.
“Elmer has achieved every milestone we have set for him in the last three years,” says Claire Potter, MD, MetroStar. “This is due in large part to the efforts of our talented licensees and the willingness of their customers to try something new. He’s carved out a platform from which there is the opportunity to grow, and we’re looking forward to working with all the Elmer stakeholders to make that happen.”