By Gary Symons
TLL Editor in Chief
In the run up to Elmer’s 35th anniversary in 2024, licensing agency Metrostar has announced four new partners for the popular children’s book character.
Elmer the Patchwork Elephant (often shortened to Elmer) is a children’s picture book series by the British author David McKee. The first Elmer book was published by Dobson Books in 1968, and later reissued in a slightly shorter version by Andersen Press in 1989.
The character and the book were inspired by the mascot of the zoo in Bordeaux, France, and 41 titles have been released by Andersen Press. The book series went global after Andersen Press took over the publishing, and has now sold more than 8 million copies in 50 languages.
Elmer the Patchwork Elephant has also been a great success on the licensing front, and this week licensing agency Metrostar announced four new collaborations.
Ecoffeecup will collaborate on travel mugs, Tache will create greetings cards, Brand International will produce apparel and Milk will create bags and backpacks. All of those products are in development for launch in 2024.
“Elmer is growing because Andersen Press support the brand and its programme,” said Metrostar founder Claire Potter. “At licensees request, they established social media strategies which focus specifically on licensed products and many of their brand activations also provide new sales channels – which is a big draw for new partners. Once again, Elmer was one of our most talked-about properties at BLE.”
Andersen Press says the new partners join the Elmer brand ahead of its biggest ever brand support program. Among other things, that program comprises a new Elmer Sculpture Parade with Wild in Art in aid of Brian House Children’s Hospice in Blackpool, the launch of The Elmer Adventure, the new Elmer stage show with Tall Stories, Elmer activations at Gulliver’s Theme Parks, Elmer’s Flying Jumbos Ride at Chessington World of Adventures, Elmer & Friends Family Art Exhibition in Sunderland, an Elmer installation as part of the popular early years StoryWorld at The Story Museum in Oxford and new book Elmer and the Patchwork Story by David McKee taking a starring role in World Book Day as a £1 title.
“2024 promises to be our biggest year ever as Elmer book sales continue to grow and expand,” said Andersen Press brand director Paul Black. “We are excited to be working with so many new partners and to be supporting so many good causes in Elmer’s 35th Birthday year.”