BLE 2016: Metrostar unveils Elmer baby range

Jade Burke

By Jade Burke

October 13th 2016 at 10:18AM
BLE 2016: Metrostar unveils Elmer baby range

Paul Dennicci for Tu at Sainsbury’s has designed a new baby range, which will launch in stores during February 2017.

Since taking on the apparel and bedding licensing for picture book character Elmer the Patchwork Elephant, Metrostar has announced its very first deal.

In time for World Book Day, a new baby clothing collection is on the way from Paul Dennicci for Tu at Sainsbury’s, which is set to launch in February 2017.

Plush inspired by Elmer from Rainbow Designs and books from Andersen Press will also be showcased alongside Sainsbury’s TU offering, which are being presented at BLE 2016 this week.

“We appointed Metrostar with a view to launching Elmer into apparel and we’re delighted to see such positive results so quickly,” said Sarah Pakenham, rights director at Andersen Press.

“Baby Elmer fans and their parents will be very excited by these new additions to our licensing programme.”

Other licensees for the property include Trousselier for homewares, Hype for greetings and wrap and more.

Claire Potter, managing director at Metrostar, added: “We’ve had such a wonderful response to Elmer which is very much due to the beautiful assets the team at Andersen have created. They really understand how to bring Elmer to life in apparel.”