Agency and Andersen Press will showcase Elmer and his new styling at Licensing Expo.
In the lead up to Licensing Expo, Andersen Press and Metrostar have revealed success for Elmer in the apparel category and their plans in celebration of the brand’s 30th anniversary.
In 2017, Elmer book trade sales rose by 27% and consumer product sales increased by over 100%.
This was driven by new apparel collections, cross-category activity with books and toys and the consistent support for licensed products in social media.
Sainsbury’s, JoJo Maman Bebe and M&Co all ran new Elmer clothing, supported by digital campaigns.
“Driving awareness of licensed products through our Elmer social media channels is something we’re proud to offer our licensees and retailers.” said Paul Black of Andersen Press, Elmer brand owner and manager of Elmer’s digital channels and communities.
“We have also run campaigns with key influencers, bloggers and family portals and plan to power up digital and social support in 2019, when many new Elmer products and events will be launched.”
Andersen has also used social media to gain insights into consumers’ needs and Metrostar is using this and retailer feedback to grow sales in its categories; apparel, accessories and bedding.
For example, requests from consumers for bigger sizes has led to the development of new toddler and preschool looks and praise for unisex clothing options has persuaded Andersen to invest in gender-neutral looks for Elmer.
Meanwhile, retail requests for variation in handwriting has resulted in new baby styling options. All will be available to view at Licensing Expo in May.
Metrostar will celebrate Elmer’s 30th birthday with a variety of brand collaborations, with announcements of Elmer-inspired boutique products through 2018 and into the anniversary year.
Claire Potter, md of Metrostar, commented: “We have been delighted by the response to our call to action for Elmer partners among the boutique sector. There will be some very well-dressed Elmer fans in 2019!
“We’re looking forward to showcasing Elmer and his new styling to licensees and retailers at Licensing Expo.”
In 2019, Andersen Press, along with licensing partners Metrostar and Penguin Ventures will celebrate Elmer’s 30th birthday with high profile marketing, PR and partnerships. Again, more is set to be revealed at Licensing Expo.
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.
