Elmer apparel stomps into Sainsburys

A new collection of Elmer the Patchwork Elephant children’s apparel from Paul Dennicci and Cooneen is to hit Sainsbury’s this week.

The collection is the biggest Elmer apparel range to date, including ten lines of baby layette, daywear and bibs together with a pre-school pyjama set.

The new look comes courtesy of design agency Marshmallow Creative and takes its inspiration Elmer & the Rainbow. It features Elmer and the words “Happiness, love and colours” with each letter embroidered in two colours, creating a bolder look for Elmer. The range is supported in social media by publishers, Andersen Press.

“This is our third collection with Sainsbury’s and we couldn’t be happier with the way things are going," said Claire Potter of Metrostar, who manage Elmer’s clothing ranges in the UK.

"Feedback from our 2017 ranges asked for bigger sizes so it’s especially wonderful to see babywear up to 24 months and the PJ up to 5 years. Elmer fans will be delighted.”

In addition, there is further Elmer clothing in development for launch in 2018 and Metrostar is planning Elmer’s apparel strategy for 2019, Elmer’s 30th Birthday year.

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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