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New Elmer babywear heads to Sainsbury’s

Biggest range to date from Paul Dennicci and Cooneen hits stores this week.

The biggest range of Elmer apparel to date is launching in Sainsbury’s stores this week.

The Elmer the Patchwork Elephant collection from Paul Dennicci and Cooneen includes ten lines of baby layette, daywear and bibs, as well as a preschool pyjama set.

The new look – from design agency, Marshmallow Creative – takes its inspiration from Elmer & The Rainbow.

It features Elmer and the words ‘Happiness, love and colours’ with each letter embroidered in two colours, creating a bolder look for Elmer.

The range is supported in social media by publishers, Andersen Press.

Claire Potter, md of Metrostar, which manages Elmer’s clothing ranges in the UK, commented: “This is our third collection with Sainsbury’s and we couldn’t be happier with the way things are going.

“Feedback from our 2017 ranges asked for bigger sizes so it’s especially wonderful to see babywear up to 24 months and the pyjamas up to five years. Elmer fans will be delighted.”

Further Elmer clothing is in development for 2018, with Metrostar also currently planning Elmer’s apparel strategy for 2019 – the brand’s 30th anniversary year.

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