Andersen Press is marking the 25th anniversary of Elmer publishing next year.
A year-long marketing campaign called Elmer's Parade will invite people to join in and 'show their colours', and will be supported by a nationwide programme of events throughout 2014.
Based on the popular book series - illustrated by David McKee - published in over 40 languages with more than five million copies sold, Elmer is known for his positive values and distinctive look. The evergreen pre-school character has deliberately not been animated in order to preserve McKee's authorial voice.
McKee has written over 40 Elmer books and still produces one a year, often introducing new characters and locations into the Elmer world.
At BLE, Andersen Press will be based at the Random House stand (C075) where it will be giving away limited edition Elmer anniversary tote bags and copies of the style guide. Elmer will also be walking the aisles on the opening day giving away badges.
Existing key licensees in the UK include Rainbow Designs and Shreds, alongside Hype, Pyramid, Green Board Games, Stamp Creative, Art You Grew Up With and Lindy Lou Umbrellas.
"Elmer is a design-led character who appeals equally to boys and girls," said Sarah Pakenham, licensing director at Andersen Press. "Parents associate him with reading and learning, and consider this a quality brand."