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New Elmer line lands at JoJo Maman Bébé

Second apparel collection for picture book property launches at baby retailer.

Baby retailer JoJo Maman Bébé has launched its second apparel collection featuring popular picture book brand, Elmer the Patchwork Elephant.

The range of ten styles combines Elmer’s unique patchwork with JoJo Maman Bébé’s signature Breton stripe and includes a reversible hoodie, pyjama set, dress, knitted leggings, t-shirt and romper.

Targeted at boys and girls aged 0-6 years, it will be merchandised on a feature display together with Elmer books, plush, homewares, toys and greetings cards.

The collection is part of a direct to retail deal brokered by Metrostar on behalf of Elmer publishers, Andersen Press.

The retailer is also working with Andersen Press on a number of PR and marketing initiatives to support the range.

These will include in-store Elmer Day activities, social media and influencer campaigns, as well as costume character appearances.

Emma Hunt, design manager at the retailer, commented: “The last collaboration with Elmer sold out within weeks and so we’re proud to be launching another range for 2018.

“The Elmer illustrations lend themselves so well to JoJo’s style with bright colours and elephants already featuring in our ranges.”

Paul Black of Andersen Press added: “The reaction we’ve seen from Elmer fans to JoJo Maman Bébé’s Elmer clothing has been phenomenal. Elmer stands for celebrating your own true colours and we couldn’t think of a better retailer to partner with.”

Claire Potter, md of Metrostar, continued: “Few retailers can execute cross category campaigns with such professionalism and we’re honoured that JoJo Maman Bébé have chosen to support all of their Elmer lines. The feature displays look amazing.”

The new Elmer line features in both JoJo Maman Bébé stores and in its catelogue.

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