October 18, 2023
In the run up to Elmer’s 35th anniversary in 2024, licensing agency Metrostar has announced four new partners for the children’s book character; Ecoffeecup will collaborate on travel mugs, Tache will create greetings cards, Brand International will produce apparel and Milk will create bags and backpacks. Products are in development for launch in 2024.
The new partners join an already existing licensing program. It comprises a new Elmer Sculpture Parade with Wild in Art, the launch of The Elmer Adventure, the new Elmer stage show with Tall Stories, Elmer activations at Gulliver’s Theme Parks, Elmer’s Flying Jumbos Ride at Chessington World of Adventures, Elmer & Friends Family Art Exhibition in Sunderland, an Elmer installation as part of the early years StoryWorld at The Story Museum in Oxford and new book Elmer and the Patchwork Story by David McKee taking a starring role in World Book Day as a £1 title.
“Elmer is growing because Andersen Press support the brand and its program,” says Claire Potter, founder, Metrostar. “At licensees’ request, they established social media strategies which focus specifically on licensed products and many of their brand activations also provide new sales channels – which is a big draw for new partners. Once again, Elmer was one of our most talked-about properties at BLE.”
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