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Metrostar becomes lead licensing agent for Elmer

Metrostar appointed across all categories for brand which celebrates 30 years in 2019.

Andersen Press has consolidated its licensing plans for Elmer the Patchwork Elephant in its 30th anniversary year, with Metrostar being confirmed as the lead agent across all categories.

Previously, Penguin Ventures had been acting on behalf of the brand. Following recent changes to the book sales arrangements between Andersen Press and Penguin Random Hpuse, the two companies have agreed that it is no longer practical for Ventures to continue its representation of Elmer for licensing and consumer products.

Metrostar already has a proven track record with the brand – successfully launching Elmer apparel in the UK. The agency will now oversee all categories in the UK, as well as being appointed head agent, managing and working alongside Andersen’s network of sub-agents across all categories globally.

“We have seen incredible growth in Elmer apparel licensing driven by Claire and the Metrostar team in the past three years,” said Mark Hendle, md of Andersen Press. “We’re looking forward to building on our successful anniversary year with Metrostar representing Elmer across all categories, working together to bring Elmer and his message of friendship and inclusivity to more children in the UK and across the world.”

Claire Potter, md of Metrostar, added: “Elmer has achieved every milestone we have set for him in the last three years. This is due in large part to the efforts of our talented licensees and the willingness of their customers to try something new.

“He’s carved out a platform from which there is the opportunity to grow and we’re looking forward to working with all the Elmer stakeholders to make that happen.”

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