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Danilo and Robert Frederick join Elmer licensing drive

Existing licensees including Amscan, Rainbow Designs and Paul Dennicci also adding to collections.

Metrostar has welcomed a brace of new partners to the licensing programme for Elmer the Patchwork Elephant.

Danilo will be publishing calendars, greeting cards, gift wrap and bags, while Robert Frederick will create gifts, arts and crafts and stationery.

In addition, existing licensees have been busy working on new Elmer products.

Amscan has renewed its dress-up licence, while Rainbow Designs is adding new lines to its Elmer portfolio. Paul Dennicci has also developed the first Elmer babywear collection for Primark.

New products from all the above licensees will be launched in 2021.

“Elmer is proving to be a very reliable performer in a number of product categories across an increasingly large retail base,” said Claire Potter, md of Metrostar. “Metrostar started working on Elmer in 2016 and in every year since he has gained new licensees and added new retailers to the programme.

“As well as the addition of Danilo and Robert Frederick, in 2021 we will see new Elmer products in Primark, Sainsbury’s, Matalan, John Lewis and Waterstones.”

Paul Black, PR and brand director at Andersen Press, added: “We’re absolutely delighted to welcome Danilo and Robert Frederick to our licensing programme.

“Both are perfect partners for Elmer and we look forward to working with them to develop and promote new products. We would also like to thank our family of Elmer licensees for working so hard this year. We know how challenging it has been and really appreciate their continued support and enthusiasm for Elmer.”

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