Elmer the Patchwork Elephant lands successful first baby wear range at Matalan

Elmer the Patchwork Elephant‘s Licensing Agent, Metrostar and licensee, Paul Dennicci have delivered a new first for Elmer with the launch of his latest baby wear range at Matalan. The range comprises a bodysuit, vest set, dress and bib each featuring on-trend monotone graphics alongside Elmer’s signature colourful patchwork.

Working alongside its partner License to PR, Andersen Press supported the range with a coordinated campaign, inviting a select group of influencers to post pictures of their little ones wearing the range. Plush from Rainbow Designs, cards from Hype and a puzzle from Ravensburger also featured in the campaign that reached over 324,000 people.

Paul Black from Andersen Press, said: “It’s great to see Elmer breaking into yet another new retailer and we’ve been bowled over by the social media engagement with Matalan’s new range. We are fully committed at Andersen Press to supporting our licensee’s efforts to secure new distribution channels for their Elmer products, and get as many people celebrating Elmer as possible.”

Claire Potter at Metrostar, added: “Elmer’s messages of friendship and inclusivity are more important and relevant than ever. They mandate us to ensure he is accessible to all, while delivering high quality consumer products. The range at Matalan is an important step in that endeavour.”

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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