BLE 2016: Metrostar unveils Elmer baby range

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.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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