London-based Andersen Press has appointed TK Brand Group as licensing agency for Elmer The Patchwork Elephant in North America.
“We are delighted to have TK Brand Group on board as our merchandising agency for Elmer in North America,” says Sarah Pakenham, rights director, Andersen Press. “We were looking for an agency that really understood and embraced Elmer and all that the brand stands for. With Tamra Knepfer's great knowledge of the market and enthusiasm for Elmer, we will be sure to increase the brand's profile as Andersen Press expands Elmer's publishing presence with half a million books sold to the states in 2012.”
To date, merchandising in North America has been fairly limited, with books, plush and wooden toys being the primary categories. TK Brand Group will look to expand the literary property beyond its current licensee base, which includes Kids Preferred, Lakeshore and Ocean House Media.
“I first noticed Elmer during my frequent business trips to the U.K.,” says Tamra Knepfer, president, TK Brand Group. “This was clearly an extremely popular license across the world, yet despite its publishing success in the U.S., there have been relatively few products available. With such a unique look and beautiful stories, we see the opportunity to expand the brand into apparel, home furnishings, gifts, infant products and more. We also believe that the right retail partnerships will be an important piece to bring Elmer merchandise together for a branded statement, so this will be an important part of our plan.”