‘Elmer’ to Star in World Book Day, Announces Four New Licensing Partners

Andersen Press has announced that “Elmer and the Patchwork Story” has been selected as an official World Book Day £1 book in 2024, Elmer’s 35th anniversary year. This new “Elmer” adventure is an original story developed by David McKee before his death and sees Elmer and his friends making up stories through a game of consequences for the baby elephants at bedtime. 

  In the U.K., World Book Day is a popular event for preschool and primary school children, with 77% of primary schools saying the event is effective in fostering a reading-for-pleasure culture. 

The Elmer World Book Day campaign program includes an “Elmer” Sculpture Parade in Blackpool in aid of Trinity Hospice, “Elmer & Friends” Illustration Exhibition at Sunderland Museum and Winter Gardens, “Elmer” activations at Chessington World of Adventures and Gulliver’s World theme parks and the launch of the new “Elmer” stage show from Tall Stories. 

“World Book Day is the biggest event in children’s publishing and having Elmer as a £1 book secures him a slot in schools, bookshops, supermarkets and libraries across the country,” says Paul Black, public relations, brand director, Andersen Press. “There is no better way to reach as many children! ‘Elmer and the Patchwork Story’ is the perfect book for World Book Day celebrations as it brings together all of Elmer’s friends to enjoy the story. It forms a major part of our 2024 plans, which will see a full year of activity across the country celebrating Elmer and his inclusive message in his 35th anniversary year.” 

Related:‘Elmer' Badges Launched as Pawprint Family, Andersen Press Announce Collaboration

In licensing, Metrostar has recruited four new partners to the growing Elmer program: ECoffee Cup will create a range of travel mugs, Tache will create greetings cards, Brand International is developing apparel and Milk is on board for bags and backpacks. 

“Elmer and his licensees are preparing to turn the country patchwork in 2024,” says Claire Potter, founder, Metrostar. “Each activation brings with it new opportunities to promote and sell licensed products, giving a huge boost to the brand and the appeal of its licensing program. We have welcomed eight new partners this year already and expect to add even more from meetings at Brand Licensing Europe next month.” 

Elmer will be featured at Metrostar’s stand C251, at Brand Licensing Europe, in London Oct. 4-6. 

Register for a free ticket for Brand Licensing Europe 2023.