Elmer the Patchwork Elephant kickstarts 2017 with Sainsbury’s deal

Classic children’s book property, Elmer is picking up momentum in the licensing space thanks to a raft of recent deals.

Published by Andersen Press, the property has most recently made its move into apparel and plush toys, making for an ‘exciting start to 2017’ for the brand.

Elmer the Patchwork Elephant has secured shelf space in Sainsburys with a line of babywear from Dennicci and Aykroyds, accompanied by the recent plush toy launch from Rainbow Designs.

The classic picture book title has already achieved global success, having been translated into over 50 languages and sold over eight million copies worldwide.

The book’s publishing house, Andersen, has recently been working along side Metrostar to launch Elmer into the apparel market, with a small number of collections planned for retail later this year.

Sarah Pakenham, rights director at Andersen Press, said: “We are delighted to see Elmer’s colourful patchwork on such a wonderful range of apparel in Sainsbury’s and hope that this reaches a whole new legion of fans for the character.

“Add to this the wonderful new-look plush toys and it’s really been an incredible start to 2017 for Elmer.”

Elmer celebrations will continue throughout the year, with the second Elmer Day taking place on May 27th, with libraries, bookshops and schools across the country getting involved.

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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