Licensees Focus


20 Jan - 2023

Andersen Press, publishers of the popular picture book character Elmer the Patchwork Elephant, has recently signed four partners to its growing licensing and brand extension programme.

The Puppet Company is launching Elmer hand puppetsPawprint Family is creating badges and awards, publisher Immediate Media will create Elmer projects for their leading crafting titles and Kabode will collaborate on a special Elmer collection of infant bedding. These companies, alongside bags and aprons licensee, Petit Jour, will be launching brand new Elmer products in 2023.

The partnerships were brokered by licensing agency, Metrostar.

Paul Black, Brand Director at Andersen Press, comments: “2022 was a record sales year for Elmer books so it’s great to see Elmer licensing growing too. We’re on a mission to increase Elmer’s visibility and accessibility to all families so it’s especially exciting that Elmer products will be gracing so many new stands at the trade fairs in 2023“.

Claire Potter, Metrostar Founder, adds: “Our messaging is strongly focussed around Elmer’s core value of “inclusivity”. We’re finding it’s this, alongside his popularity and signature patchwork which is highly motivating to potential partners. It’s great to start the New Year with four new additions to our licensing family and as we head towards Elmer’s 35th anniversary in 2024, we’ll be announcing a number of further licenses and collaborations“. 

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