In the run up to Elmer’s 35th anniversary in 2024, licensing agency Metrostar has confirmed four new partners for the popular children’s book character.
Ecoffeecup will collaborate on travel mugs; Tache will create greetings cards; Brand International will produce apparel; while Milk will create bags and backpacks.
Products are in development and due for launch in 2024.
The new partners join the programme ahead of its biggest ever brand support programme.
It comprises a new Elmer Sculpture Parade with Wild in Art in aid of Brian House Children’s Hospice in Blackpool; the launch of The Elmer Adventure, the new Elmer stage show with Tall Stories; Elmer activations at Gulliver’s Theme Parks; Elmer’s Flying Jumbos Ride at Chessington World of Adventures; Elmer & Friends Family Art Exhibition in Sunderland; an Elmer installation as part of the popular early years StoryWorld at The Story Museum in Oxford; and new book Elmer and the Patchwork Story by David McKee taking a starring role in World Book Day as a £1 title.
“2024 promises to be our biggest year ever as Elmer book sales continue to grow and expand,” commented Paul Black, brand director at Andersen Press. “We are excited to be working with so many new partners and to be supporting so many good causes in Elmer’s 35th birthday year.”
Claire Potter, founder of Metrostar, continued: “Elmer is growing because Andersen Press support the brand and its programme. At licensees request, they established social media strategies which focus specifically on licensed products and many of their brand activations also provide new sales channels – which is a big draw for new partners. Once again, Elmer was one of our most talked-about properties at BLE.”
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