As Elmer, the beloved children's book character, approaches its 35th anniversary in 2024, the renowned licensing agency, Metrostar, has revealed exciting collaborations with four new partners. These partnerships are set to bring Elmer into the realms of travel mugs, greeting cards, apparel, bags, and backpacks. Anticipated product launches are slated for 2024.
These latest additions join an already vibrant licensing program. The program encompasses a new Elmer Sculpture Parade created in partnership with Wild in Art, the introduction of "The Elmer Adventure," a brand-new Elmer stage show developed in collaboration with Tall Stories, engaging Elmer activations at Gulliver's Theme Parks, the exhilarating Elmer's Flying Jumbos Ride at Chessington World of Adventures, an endearing Elmer and Friends Family Art Exhibition in Sunderland, an Elmer installation featured in the early years StoryWorld at The Story Museum in Oxford, and the launch of the new book "Elmer and the Patchwork Story" by David McKee, which assumes a starring role in World Book Day as an accessible £1 title.
Claire Potter, Founder, Metrostar said, “Elmer is growing because Andersen Press supports the brand and its program. At licensees’ request, they established social media strategies that 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.”