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Elmer welcomes four new partners

Andersen Press has welcomed four new partners to the licensing programme for Elmer the Patchwork Elephant.

The Puppet Company is launching Elmer hand puppets; Pawprint Family is creating badges and awards; publisher Immediate Media will create Elmer projects for its crafting titles; and Kabode will collaborate on a special Elmer collection of infant bedding.

These companies, alongside bags and aprons licensee, Petit Jour, will be launching new Elmer products in 2023.

The partnerships were brokered by Metrostar.

“2022 was a record sales year for Elmer books so it’s great to see Elmer licensing growing too,” commented Paul Black, brand director at Andersen Press. “We’re on a mission to increase Elmer’s visibility and accessibility to all families so it’s especially exciting that Elmer products will be gracing so many new stands at the trade fairs in 2023.”

Claire Potter, founder of Metrostar, continued: “Our messaging is strongly focused around Elmer’s core value of ‘inclusivity’. We’re finding it’s this, alongside his popularity and signature patchwork which is highly motivating to potential partners.

“It’s great to start the New Year with four new additions to our licensing family and as we head towards Elmer’s 35th anniversary in 2024, we’ll be announcing a number of further licenses and collaborations.”

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