Metrostar will continue to manage the bedding and apparel categories for the brand in the U.K.

EUROPE–Andersen Press has appointed Penguin Ventures to serve as the worldwide licensing agent for Elmer the Patchwork Elephant.

Through the agreement, Penguin will develop a global strategy for the brand with a focus on its 30th anniversary in 2019, which will present opportunities for commemorative consumer products as well as new partnership and live experiences.

The existing Elmer consumer products program has been managed by Andersen Press, with Metrostar representing the bedding and apparel categories in the U.K. Metrostar will continue to manage bedding and apparel in the U.K., while Penguin will oversee all other categories in the U.K. and work to secure sub-agents across all categories globally.

“This year has seen incredible growth for us across different markets for Elmer, plus our biggest ever Elmer Day celebrations,” says Mark Hendle, managing director, Andersen Press. “With Penguin Ventures now working with us to increase our global licensing we’re looking forward to seeing where else Elmer can go as he heads into his 30th Anniversary year in 2019.”

“We’re thrilled to welcome Elmer into the Penguin Ventures family of classic characters,” says Susan Bolsover, licensing and consumer products director, Penguin Ventures. “Elmer’s message of difference and diversity really resonates with parents and children alike and his bold and colorful pallet makes him incredibly appealing visually.  We’re really excited to be working alongside the team at Andersen Press to build Elmer further here in the U.K., but also internationally through new consumer products, live events and retail partnerships.”