An existing consumer products programme for Elmer has been managed until now by Andersen Press with Metrostar representing bedding and apparel categories in the UK. Metrostar will continue to manage bedding and apparel in the UK market, whilst Penguin Ventures will oversee all other categories in the UK as well as being appointed as head agent managing and working alongside Andersen’s network of sub-agents across all categories globally.
Mark Hendle, MD of Andersen Press said: “This year has seen incredible growth for us across different markets for Elmer, plus our biggest ever Elmer Day celebrations. With Penguin Ventures now working with us to increase our global licensing we’re looking forward to seeing where else Elmer can go as he heads into his 30th Anniversary year in 2019.”
Penguin Ventures will be working closely with Andersen Press to develop a global strategy for the brand with a particular focus on the 30th Anniversary of Elmer in 2019 which will present opportunities for commemorative consumer products as well as new partnerships and live experiences.
Susan Bolsover, Licensing and Consumer Products Director, for Penguin Ventures said: “We’re thrilled to welcome Elmer into the Penguin Ventures family of classic characters. Elmer’s message of difference and diversity really resonates with parents and children alike and his bold and colourful pallet makes him incredibly appealing visually. We’re really excited to be working alongside the team at Andersen Press to build Elmer further here in the UK, but also internationally through new consumer products, live events and retail partnerships.”
Elmer the Patchwork Elephant currently has a strong presence at retail. The first apparel ranges for Elmer were launched into Tu at Sainsbury’s this year as well as M&Co and JoJo Maman Bebe in 2017 by Metrostar, with licensees Paul Dennicci, Casa Chicos and Cooneen. Further collections are in production for 2018. Milly & Flynn and Amscan have also launched new lines whilst established licensees Rainbow Designs, Hype, Flametree and Petit Jour are all planning new product launches for 2018 and beyond.