Leading independent baby retailer, JoJo Maman Bébé, has launched its second apparel collection featuring popular preschool picture book property, Elmer the Patchwork Elephant.
Targeted at boys and girls aged from newborn upwards, the collection includes a reversible hoodie, pyjama set, dress, knitted leggings, t-shirt and romper suit.
“The last collaboration with Elmer sold out within weeks and so we’re proud to be launching another range for 2018,” said Emma Hunt, design manager for JoJo Maman Bébé. “The Elmer illustrations lend themselves so well to JoJo’s style with bright colours and elephants already featuring in our ranges.”
The new collection will be merchandised along with Elmer books, plush, homewares, toys and greetings cards. It is part of a direct to retail (DTR) deal brokered by Metrostar on behalf of Elmer publishers, Andersen Press.
“The reaction we’ve seen from Elmer fans to JoJo Maman Bébé’s Elmer clothing has been phenomenal,” added Andersen Press’ Paul Black. “Elmer stands for celebrating your own true colours and we couldn’t think of a better retailer to partner with!”
JoJo Maman Bébé and Andersen Press are also working together on a number of PR and marketing initiatives to support the range, including in-store ‘Elmer Day’ activities, social media and influencer campaigns and costume character appearances.
