The new products lined up for a 2021 launch include a publishing line with Danilo – including calendars, greetings cards, gift wrap and bags – and a new partnership with Robert Frederick, creating gifts, arts & crafts and stationery.               

“Elmer is proving to be a very reliable performer in a number of product categories across an increasingly large retail base,” says Claire Potter, managing director, Metrostar. “Metrostar started working on Elmer in 2016, and in every year since, he has gained new licensees and added new retailers to the program. As well as the addition of Danilo and Robert Frederick, in 2021, we will see new Elmer products in Primark, Sainsbury’s, Matalan, John Lewis and Waterstones.”  

“We’re absolutely delighted to welcome Danilo and Robert Frederick to our licensing program,” says Paul Black, brand director, Andersen Press. “Both are perfect partners for Elmer, and we look forward to working with them to develop and promote new products. We would also like to thank our family of Elmer licensees for working so hard this year. We know how challenging it has been and really appreciate their continued support and enthusiasm for Elmer.” 

Existing partnerships continue to roll out new products, with Amscan renewing their dress-up range, Rainbow Designs adding new lines to their Elmer portfolio and Paul Dennicci building the first Elmer babywear collection for Primark.