PRE-SCHOOL MONTH: Licensing push continues for Elmer

Andersen Press confirms new book, while raft of toys, gift and apparel product is planned.
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Elmer the patchwork elephant continues to see growth across sales of books and merchandise throughout the UK, with the 35th book being published this Christmas: Elmer and Papa Red.

Elmer books have been available from Andersen Press for more than 20 years, selling over five million worldwide. The character is also popular in schools and libraries as well as in the trade, performing well in the new Sainsburys book club this year.

This autumn, Rainbow Designs is adding wooden dominoes and a peg puzzle to its range, while Customs Works will launch a range including drawing sets, key rings, fridge magnets and note pads. Baby shoes are available from Daisy Roots, t-shirts from Fabric Flavours and a snap game from Green Board Games, which also plans a lotto game. Museums and Galleries has a successful gift wrap.

The rights for greetings cards and posters are also now available to be purchased again.

Overseas, Elmer is popular in Japan with over 20 licensees, and the French market has a master licence with Petit Jour and plenty of wooden product with Vilac, PVC and jewellery with Pixi and lamps with Trousselier.

MLP has launched a clothes range in France, and this will also be distributed in Scandinavia where Bjorna will produce home textiles.

Kids Preferred is due to expand its range in the US, although currently many categories are still free in this territory.

Andersen Press is now encouraging enquiries from agents who would like to sell Elmer product into countries where it currently doesn't have agents.


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