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Matalan ups preschool offer with new Elmer range

Fashion retailer, Matalan is continuing to increase its licensed babywear offer.

Elmer the Patchwork Elephant‘s licensing agent, Metrostar and licensee, Paul Dennicci delivered a new first for Elmer with the launch of the classic character’s latest babywear range at the retailer.

The range comprises four pieces including a bodysuit, vest set, dress and bib and features stylish on trend monotone graphics alongside Elmer’s signature colourful patchwork.

Andersen Press, through partner License to PR, supported the launch with a coordinated campaign, inviting a select group of influencers to post pictures of their little ones wearing the range.

Plush from Rainbow Designs, cards from Hype and a puzzle from Ravensburger also featured. The campaign reached over 324,000 people.

“It’s great to see Elmer breaking into yet another new retailer and we’ve been bowled over by the social media engagement with Matalan’s new range,” commented Paul Black from Andersen Press. “We are fully committed at Andersen Press to supporting our licensee’s efforts to secure new distribution channels for their Elmer products, and get as many people celebrating Elmer as possible.”

Claire Potter, md at Metrostar, added: “Elmer’s messages of friendship and inclusivity are more important and relevant than ever. They mandate us to ensure he is accessible to all, while delivering high quality consumer products. The range at Matalan is an important step in that endeavour.”

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