The retailer has introduced its fifth licensed clothing collection with Elmer the Patchwork Elephant.
In a direct-to-retail agreement, brokered by licensing agency, Metrostar, the range will be merchandised in all 80 stores, as well as online, from this month.
Comprising of ten pieces, including dresses and sleepsuits with unique Elmer prints, and hoodies, tops and leggings with JoJo’s eponymous Breton and character appliques, the range will be supported with a ‘Buy two, get a free Elmer book’ promotion.
In-store, the range will be merchandised alongside Elmer licensed products from Rainbow Designs and Robert Frederick, as well as the Elmer books.
Mel Brown, design and buying director, JoJo Maman Bebe, commented: “We are delighted to continue our collaboration with Elmer. The story of Elmer celebrating diversity resonates closely to the ethics at the heart of JoJo Maman Bebe, whilst the aesthetics suit our fun and colourful design handwriting. Our customers love the joy Elmer brings with the clothing often being firm favourites with little ones.”
Paul Black, brand director at Andersen Press, said: “It’s such an exciting moment for us seeing a brand new Elmer collection from the JoJo Maman Bebe team, and this collection is full of gorgeous graphics and eye-catching patterns using our beloved patchwork elephant. It’s really exciting to be able to give back to the JoJo customer with our free book offer and hope we can inspire a new generation of readers.”
Claire Potter, founder at Metrostar, added: “JoJo Maman Bebe was one of the first partners we signed to the Elmer programme as its new licensing agent back in 2017. It has been a joy to see how their design team have kept the collaboration fresh by creating their own fabulous Elmer prints, inspired by David McKee’s Elmer aesthetic. There are always big smiles on faces when the first concepts arrive.”
