Metrostar secures raft of fresh partners for Elmer ahead of brand’s 35th birthday

In the run up to Elmer’s 35th anniversary in 2024, licensing agency Metrostar has welcomed four new partners for the popular children’s book character.

Ecoffeecup will collaborate on travel mugs, Tache will create greetings cards, Brand International will produce apparel and Milk will create bags and backpacks. All are in development for a 2024 launch.

“2024 promises to be our biggest year ever as Elmer book sales continue to grow and expand,” said Paul Black, Brand Director at Andersen Press.

“We are excited to be working with so many new partners and to be supporting so many good causes in Elmer’s 35th Birthday year.”

Metrostar Founder Claire Potter added: “Elmer is growing because Andersen Press support the brand and its programme. At licensees request, they established social media strategies which focus specifically on licensed products and many of their brand activations also provide new sales channels – which is a big draw for new partners. Once again, Elmer was one of our most talked-about properties at BLE.”