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JoJo Maman Bebe grows Elmer offer

New apparel collection for ages 0-6 in development for 2019.

JoJo Maman Bebe is expanding its relationship with the classic Elmer brand, which is marking its 30th birthday in 2019.

The retailer has secured a direct to retail deal with Metrostar and Andersen Press, for a new apparel collection aimed at ages 0-6, launching next year.

It will feature elements from the new Elmer look books for baby and toddler clothing, alongside JoJo Maman Bebe’s signature Breton stripe. The partners are planning a range of activities in celebration of Elmer’s birthday which will be announced in due course.

The retailer has previously enjoyed success with two Elmer apparel collections in 2017 and 2018.

“We’re really pleased to be part of the 30th birthday celebrations for Elmer,” said Mel Brown, buying director at JoJo Maman Bebe. “We love him and can’t wait to get the party started in our stores.”

Andersen Press’ Paul Black added: “We’re absolutely delighted to be working with JoJo Maman Bebe on a third Elmer apparel range.

“2019 will be a big year for Elmer so it’s especially thrilling for us that licensees, like JoJo Maman Bebe, are launching new products during this special year when so many 30th birthday events and activities are planned.”

JoJo Maman Bebe stocks a variety of Elmer licensed products in stores and online including plush from Rainbow Designs, toys from Milly & Flynn and Vilac, homewares from Petit Jour and Trousselier and greetings cards from Hype. In addition, the new Elmer feature backpack from LittleLife will launch in JoJo Maman Bebe in 2019.

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