April 6, 2018
Classic literary character will expand into multiple apparel categories, games and more.
Metrostar, the brand’s U.K. licensing agent, brokered the deals.
New partners for the program include: Amscan for dress up costumes; Casa Chicos for baby apparel and nursery lines; JoJo Maman Bebe for a kids’ capsule collection; Milly & Flynn for stacking blocks and board games; and Cooneen for children’s nightwear.
In addition, Tu at Sainsbury’s and M&Co will launch new baby ranges through the brand’s current licensee Dennicci.
“
Elmer
is beginning to make his mark in apparel and we have been bowled over by retailers’ enthusiasm for him,” says Claire Potter, managing director, Metrostar. “We are being selective; working closely with partners who will nurture
Elmer
and enable him to fully realize his potential.”
The new
Elmer
merchandise is slated to launch later this year.
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