Nursery Today magazine

New Elmer Collection at JoJo Maman Bébé

Independent baby retailer, JoJo Maman Bébé, has launched its second apparel collection featuring popular picture book property, Elmer the Patchwork Elephant.

The range of ten styles combines Elmer’s unique patchwork with JoJo Maman Bébé’s signature Breton stripe and includes a reversible hoodie, pyjama set, dress, knitted leggings, t-shirt and romper. Targeted at boys and girls aged 0-6 years, it will be merchandised on a feature display together with Elmer books, plush, homewares, toys and greetings cards. The collection is part of a direct to retail (DTR) deal brokered by Metrostar on behalf of Elmer publishers, Andersen Press.

JoJo Maman Bébé and Andersen Press are working together on a number of PR and marketing initiatives to support the range; including in-store ‘Elmer Day’ activities, social media and influencer campaigns and costume character appearances.

Emma Hunt, Design Manager says “The last collaboration with Elmer sold out within weeks and so we’re proud to be launching another range for 2018. The Elmer illustrations lend themselves so well to JoJo’s style with bright colours and elephants already featuring in our ranges”

Paul Black, of Andersen Press, commented “The reaction we’ve seen from Elmer fans to JoJo Maman Bébé’s Elmer clothing has been phenomenal. Elmer stands for celebrating your own true colours and we couldn’t think of a better retailer to partner with!”

Claire Potter, of Metrostar, added “Few retailers can execute cross category campaigns with such professionalism and we’re honoured that JoJo Maman Bébé have chosen to support all of their Elmer lines. The feature displays look amazing.”

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