Popular Andersen Press character now has representation in the US.
Andersen Press has appointed TK Brand Group to be the North American licensing agent for its Elmer brand.
TK Brand Group will now look to expand the brand beyond its current licensee base. This includes Kids Preferred, Lakeshore and Ocean House Media.
To date, merchandising in North America has been fairly limited, with books, plush and wooden toys being the primary categories.
"I first noticed Elmer during my frequent business trips to the UK," explained Tamra Knepfer, president of TK Brand Group. "This was clearly an extremely popular licence across the world, yet despite its publishing success in the US, there have been relatively few products available.
"With such a unique look and beautiful stories, we see the opportunity to expand the brand into apparel, home furnishings, gifts, infant products and more."
Sarah Pakenham, rights director at Andersen Press, added: "We were looking for an agency who really understood and embraced Elmer and all that the brand stands for. It just so happened that TK Brand Group reached out to us at the right time and clearly understood our vision for licensing expansion in North America."