Gifts Today magazine

Metrostar Chosen to Represent Elmer

Licensing and literary agency celebrates partnership with classic children’s character

The publisher of the classic Elmer the Patchwork Elephant books has appointed Metrostar to assist with its licensing programme.

Andersen Press has agreed a deal with the agency, which specializes in TV and publishing brands, to focus on clothing and bedding for babies, toddlers and pre-school children.

Much-loved picture book series Elmer was first published in 1989 and now has sales of more than 8 million units in 50 countries. In developing clothing for the classic character Andersen is following the success of other books like ‘The Gruffalo’ and ‘Guess How Much I Love You’ in this area.

Metrostar’s managing Director, Claire Potter, says: ‘Andersen really understand how to present classic properties for today’s market. Elmer’s new styling is beautiful, fresh and fun.’

Metrostar will feature Elmer at the Licensing & Merchandising Showcase on 5 May.

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