Penguin Ventures, part of Penguin Random House, has been given the role of lead global agent for Elmer the Elephant by the series' longtime publisher Andersen Press.
An existing consumer products programme for Elmer has been managed until now by Andersen Press with Metrostar branding agency representing bedding and apparel categories in the UK.
Metrostar will continue to manage bedding and apparel in the UK market, whilst Penguin Ventures will oversee all other categories in the UK as well as being appointed as head agent managing and working alongside Andersen’s network of sub-agents globally.
Mark Hendle, m.d Andersen Press described this year as seeing “incredible growth for us across different markets for Elmer, plus our biggest ever Elmer Day celebrations”.
He said: “With Penguin Ventures now working with us to increase our global licensing we’re looking forward to seeing where else Elmer can go as he heads into his 30th Anniversary year in 2019.”
Penguin Ventures will collaborate with Andersen Press to develop a global strategy for the brand with a particular focus on the 30th Anniversary of Elmer in 2019. A Penguin Ventures spokesperson said this event which will present opportunities for commemorative consumer products as well as new partnerships and live experiences.
Susan Bolsover, licensing and consumer products director for Penguin Ventures, said: “Elmer’s message of difference and diversity really resonates with parents and children alike and his bold and colourful pallet makes him incredibly appealing visually."
Elmer the Patchwork Elephant has focused in various retail ranges with the first apparel lines launched in Sainsbury’s as well as well as M&Co and JoJo Maman Bebe with further collections in production.
In July, PRH brought The Snowman brand “back in house” from the Copyrights Group after more than 30 years. Penguin Ventures now manages all licensing, consumer products and live events for The Snowman brand across all categories.
Elmer by David McKee was first published in 1968 and the series, containing 34 books, are published by Andersen Press in the UK.