Elmer Dresses Up Sainsbury’s

Elmer the Patchwork Elephant

, has partnered with design agency Marshmallow Creative to create a new line of children’s apparel based on the literary character, exclusively for U.K.-based retailer Sainsbury’s.

Metrostar, the brand’s U.K. licensing agent, brokered the deal.

The collection will feature a 10-piece range of baby clothing, daywear, bibs and a pajama set that includes imagery and sayings from the book.  

The range is supported in social media by publishers, Andersen Press.

Metrostar is further developing

Elmer’s

apparel strategy for 2019, the 30th anniversary of the character.