JoJo Maman Bébé has launched its fifth clothing collaboration with Elmer the Patchwork Elephant. The direct-to-retail agreement was brokered by licensing agency, Metrostar. The 10-piece range is merchandised in all 80 stores and online from this month.

Collection number five includes dresses and sleepsuits with unique Elmer prints and hoodies, tops and leggings with JoJo’s navy Breton and character appliques. It will be supported by a ‘Buy Two Get a Free Elmer Book’ promotion and in-store storytelling and will be merchandised alongside Elmer licensed products from licensees, Rainbow Designs and Robert Frederick, and the Elmer books. 

“We are delighted to continue our collaboration with Elmer,” says Mel Brown, design and buying director, JoJo Maman Bébé. “The story of Elmer celebrating diversity resonates closely to the ethics at the heart of JoJo Maman Bébé, whilst the aesthetics suit our fun and colorful design handwriting. Our customers love the joy Elmer brings with the clothing often being firm favorites with little ones.” 

“It’s such an exciting moment for us seeing a brand-new Elmer collection from the JoJo Maman Bébé team, and this collection is full of gorgeous graphics and eye-catching patterns using our beloved patchwork elephant,” says Paul Black, brand director, Andersen Press. “It’s really exciting to be able to give back to the JoJo customer with our free book offer and hope we can inspire a new generation of readers.” 

Related:JoJo Maman Bebe, Elmer Launch Clothing Collection

“JoJo Maman Bébé was one of the first partners we signed to the Elmer program as its new licensing agent back in 2017,” says Claire Potter, founder, Metrostar. “It has been a joy to see how their design team have kept the collaboration fresh by creating their own fabulous Elmer prints, inspired by David McKee’s Elmer aesthetic. There are always big smiles on faces when the first concepts arrive.”