Andersen Press and Metrostar worked with Dennicci on babywear range for the retailer; launch backed by major influencer campaign.
Elmer the Patchwork Elephant has made his debut in Primark, with brand owner Andersen Press and licensing agent Metrostar working with licensee Dennicci to develop a range of babywear featuring the bright colours of the character and his message of friendship and inclusivity.
The range is available in select stores in the UK and Ireland, as well as certain international stores in France, Italy, Spain and Portugal.
Andersen Press has supported the release with a wide-ranging influencer campaign, investing with License to PR for specially curated influencer packages showcasing a range of Elmer merchandise.
The campaign reached over 226,000 Instagram followers, up from previous Elmer campaigns with an engagement rate of 4.38%.
Future campaigns are planned over the summer for Elmer Pride, new clothing in Matalan, plus merchandise from new licensees Robert Frederick and Danilo.
The launch into Primark comes ahead of the annual Elmer Day celebrations, which will take place on 29 May. Free activities and resources are available online at www.elmerday.co.uk.
“It is always brilliant for us to see Elmer’s special message and bright colours in a new retailer, and who better to help spread that message than Primark?” commented Paul Black, PR and brand director at Andersen Press. “We pride ourselves on support for new retail and licensees with Elmer, and working with License to PR to see our coverage and reach increase with Instagram influencers it shows that consistent investment in this area is helping us grow Elmer’s presence in the market.”
Claire Potter, md at Elmer’s licensing agency Metrostar, added: “The influencer campaigns promoting Elmer licensed products are a huge support to our licensees and their customers, but they’re just one part of a very dynamic brand support package.
“The 2021 Elmer brand activity programme is amazing and provides licensees with a great platform for their own activities.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.
