APPAREL MONTH: Elmer push building pace

Andersen Press reveals apparel lines for popular literary character.
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Andersen Press has been steadily building the apparel programme for its popular literary property Elmer.

The colourful character is currently enjoying success in the category in Japan, France and Scandinavia, as well as dipping its toe into UK waters.

In Japan, Grace Co produces a wide range of clothing including t-shirts, sweatshirts, aprons and underwear, while in Taiwan, Guankai makes socks and underwear.

Over in France, MLP signed up last year and will be launching product this summer. Its aim is to develop a large range of products for toddlers, starting with key items like pyjama and bodies, progressing to the complete range.

Distribution will be via chains, mail order and specialised hypermarkets. Product will initially only be available in France, although MLP is keen to extend the licence to other countries.

In addition, in Scandianvia, Bjorna will import clothes from MLP, launching this autumn.

In the UK, Andersen Press has sold the licence for t-shirts to Fabric Flavours and for baby shoes to Daisy Roots.


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