Knockout Licensing has been appointed to manage the licensing programme for Elmer The Patchwork Elephant in North America.
Elmer is the star of more than 40 children's books, created by David McKee. Since 1989, the books have sold nearly five million copies in 50 languages around the world.
"After seeing the character's popularity first hand in the UK and Japan, we saw the potential opportunity to grow this wonderful brand in the US," said Tamra Knepfer, president of Knockout Licensing. "While there are some wonderful products for Elmer already available here, we will be focused on expanding the range of products and finding retail partners to help give the brand the exposure here that it so much deserves."
Sarah Pakenham, rights director at Andersen Press, added: "We are delighted to be working with Knockout Licensing as our merchandising agency for Elmer in North America. We look forward to expanding Elmer merchandise in this important market."
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