Elmer the Patchwork Elephant Ventures into Apparel

The latest Paul Dennicci launch at Matalan brings branded babywear to market.

August 11, 2020

Elmer the Patchwork Elephant’s licensing agent, Metrostar, and licensee, Paul Dennicci, have delivered a new first for Elmer with the launch of his latest babywear range at Matalan.

The range comprises four pieces including a bodysuit, vest set, dress and bib and features monotone graphics alongside Elmer’s signature patchwork.

“Elmer’s messages of friendship and inclusivity are more important and relevant than ever,” says Claire Potter, managing director, Metrostar. “They mandate us to ensure he is accessible to all, whilst delivering high quality consumer products. The range at Matalan is an important step in that endeavour.”

Andersen Press, through partner License to PR, supported with a coordinated campaign, inviting a select group of influencers to post pictures of their little ones wearing the range. Plush from Rainbow Designs, cards from Hype and a puzzle from Ravensburger also featured. The campaign reached more than 324,000 people.

“It’s great to see Elmer breaking into yet another

new retailer and we’ve been bowled over by the social media engagement with Matalan’s new range,” says Paul Black, public relations and brand director, Anderson Press. “We are fully committed at Andersen Press to supporting our licensee’s efforts to secure new distribution channels for their Elmer products, and get as many people celebrating Elmer as possible.”

The collection is available now.