Elmer stomps into infant clothing with Jojo Maman Bébé partnership

Independent baby clothing retailer Jojo Maman Bébé has revealed a new line of licensed apparel for hit pre-school brand Elmer the Patchwork Elephant.

The range of ten styles combines Elmer’s unique patchwork with JoJo Maman Bébé’s signature Breton stripe and includes a reversible hoodie, pyjama set, dress, knitted leggings, t-shirt and romper. Targeted at boys and girls aged 0-6 years, it will be merchandised on a feature display together with Elmer books, plush, homewares, toys and greetings cards. The collection is part of a direct to retail (DTR) deal brokered by Metrostar on behalf of Elmer publishers, Andersen Press.

JoJo Maman Bébé and Andersen Press are working together on a number of PR and marketing initiatives to support the range; including in-store ‘Elmer Day’ activities, social media and influencer campaigns and costume character appearances.

“The last collaboration with Elmer sold out within weeks and so we’re proud to be launching another range for 2018. The Elmer illustrations lend themselves so well to JoJo’s style with bright colours and elephants already featuring in our ranges,” said Emma Hunt, design manager at Jojo.

Paul Black, of Andersen Press, added: “The reaction we’ve seen from Elmer fans to JoJo Maman Bébé’s Elmer clothing has been phenomenal. Elmer stands for celebrating your own true colours and we couldn’t think of a better retailer to partner with.”

The new Elmer collection was launched online and in JoJo Maman Bébé stores on May 11. It will also feature in the catalogue.

“Few retailers can execute cross-category campaigns with such professionalism and we’re honoured that JoJo Maman Bébé has chosen to support all of their Elmer lines. The feature displays look amazing,” concluded Claire Potter of Metrostar.

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 almost eight 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@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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