Metrostar named lead licensing agent for Elmer the Patchwork Elephant after changes at Penguin Ventures

Andersen Press has named Metrostar its lead licensing agent across all categories for the Elmer the Patchwork Elephant brand, following the successful launch of an Elmer apparel range under the company’s watch.

The licensing programme was previously handled by Penguin Ventures, part of Penguin Random House UK. However, recent changes to the book sales arrangements made the agreement no longer practical for either Andersen or the Penguin licensing arm.

Metrostar has now stepped in to represent Elmer across licensing and consumer products, coinciding with ongoing celebrations for the children’s book brand’s 30th anniversary.

The licensing agent will now oversee all categories in the UK, as well as being appointed as head agent managing and working alongside Andersen’s network of sub-agents across all categories globally.

Building on the successes and new launches in Elmer’s anniversary year, Metrostar and Andersen Press will work together on a strategy to increase presence at retail for Elmer, whilst building on existing licenses with new lines and interpretations of the beloved character.

Mark Hendle, MD of Andersen Press, said: “We have seen incredible growth in Elmer apparel licensing driven by Claire and the Metrostar team in the past three years. We’re looking forward to building on our successful anniversary year with Metrostar representing Elmer across all categories, working together to bring Elmer and his message of friendship and inclusivity to more children in the UK and across the world.”

Claire Potter, MD of Metrostar, added: “Elmer has achieved every milestone we have set for him in the last three years. This is due in large part to the efforts of our talented licensees and the willingness of their customers to try something new.

“He’s carved out a platform from which there is the opportunity to grow and we’re looking forward to working with all the Elmer stakeholders to make that happen.”

Elmer the Patchwork Elephant currently has a strong presence at retail. The first apparel ranges for Elmer were launched into Tu at Sainsbury’s, M&Co and JoJo Maman Bebe in 2017 by Metrostar, with licensees Paul Dennicci, Casa Chicos and Cooneen.

Further collections are to be launched this year and are in production for 2020. Gemma Cards, Milly & Flynn and Amscan have also launched new lines whilst established licensees Rainbow Designs, Flametree and Petit Jour are all planning new product launches for 2019 and beyond.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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