Gift Focus - Jul/Aug 2018 (Issue 108)

54 giftfocus hot property Celebrated children’s book series Elmer celebrates 30 th birthday next year Andersen Press, publisher of Elmer, has announced a programme of exclusive, bespoke books and merchandise and its biggest-ever marketing and PR drive in celebration of Elmer’s 30 th birthday in 2019. This includes special anniversary editions of books, clothing and consumer products throughout 2019, a new book by David McKee and Elmer Day on 25 th May, 2019, with schools, nurseries, bookshops and libraries hosting their own birthday parties for Elmer. Elmer remains one of the most iconic and widely read children’s book series of all time, selling more than eight million copies worldwide since it was first published by Andersen Press in 1989. Written and illustrated by celebrated children’s author and artist McKee, the Elmer books have been translated into more than 50 languages, and now new books, toys and clothing add to the world of Elmer the Patchwork Elephant. In the UK, combined TCM sales for hero-title Elmer in paperback and board book were up in 2017 in comparison to the previous year. Volume increased by 27 per cent and value by 20 per cent, showing significant growth as it enters the anniversary year.* Penguin Ventures is working on behalf of Andersen Press to ensure that Elmer has high visibility across all categories in licensing as Global Licensing Agent for the brand, and Metrostar is representing apparel and bedding in the UK. Elmer’s licensing programme has gone from strength to strength since the launch of apparel in 2017. In 2018, Metrostar signed Lifemarque for backpacks and harnesses, and further signings will be announced soon. Penguin Ventures is in discussion with several toy and game partners to ensure that there will be an increased offering for Elmer in the run-up to the anniversary year. It is also working with existing licensees to expand their ranges and looking at new opportunities for the brand overall. Products across all lines will be launched later this year and throughout 2019. *TCM values based on Nielsen BookScan data 4 th May, 2018. Start Licensing gets into the Spirit of Concorde Award-winning agency Start Licensing has signed to represent Spirit of Concorde trademarks in the run up to the 50 th anniversary of Concorde’s first flight. It will work with award-winning film-makers Chris Purcell and Paul Darter on the short film Ode to Concorde. The film-makers have created a brand design to accompany the film, which is Spirit of Concorde. The Spirit of Concorde trademarks will allow companies to leverage this interest in a commercial way and develop products that have long-term potential. Spirit of Concorde is a registered trademark in a wide range of classes. The trademarks are accompanied by a suite of materials sourced from Ode to Concorde, making a compelling licensing opportunity and focused way to mark the anniversary. Product categories that Spirit of Concorde is registered in include watches, artworks, jewellery, statues, travelling bags, suitcases, clothing, beers, mineral waters, wine, cider and glassware. There is a brand design manual available for licensees, which includes fully developed product concepts featuring the stylish Spirit of Concorde brand device. Ian Downes from Start Licensing commented: “The Spirit of Concorde brand is a commercial opportunity that allows licensees to mark the anniversary of Concorde’s first flight and to create products that will have long-term potential in relevant product sectors. Categories like luggage are obvious ones to link to the legacy of Concorde, whilst categories like beer, cider and wine hold great potential. Companies can develop products that build on the heritage of Concorde and the fact that it was a state-of-the-art form of travel. We believe this is a focused opportunity that is relevant to newer areas of licensing and categories that seem to favour heritage, luxury and up-scale opportunities. We are looking forward to working with Spirit of Concorde.”