Andersen Press has consolidated its licensing plans for Elmer the Patchwork Elephant with the PR agency Metrostar leading the brand across all categories.
Penguin Ventures, part of Penguin Random House UK (PRH), had been acting on behalf of the brand. Following recent changes to the book sales arrangements between Andersen Press and PRH, Andersen and Ventures have agreed that it is no longer practical for Ventures to continue their representation of Elmer for licensing and consumer products, Andersen Press said.
"Metrostar have a proven track record with the brand, successfully launching Elmer in apparel in the UK, and are therefore the ideal partner to forge ahead with,” according to Andersen.
The London-based agency will oversee all categories in the UK as well as being appointed as head agent managing and working alongside Andersen’s network of sub-agents across all categories globally.
Building on the successes and new launches in Elmer’s anniversary year, Metrostar and Andersen Press will work together on a strategy to increase presence at retail for Elmer, whilst building on existing licenses with new lines and interpretations of the beloved character.
Mark Hendle, m.d. of Andersen Press said: “We have seen incredible growth in Elmer apparel licensing driven by Claire and the Metrostar team in the past three years. 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."