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Andersen Press has teamed up with online legwear retailer SockShop to create a limited-edition Elmer the Patchwork Elephant bamboo sock.
The collaboration is in support of anti-bullying charity Kidscape’s Friendship Friday initiative.
British based SockShop has developed a limited-edition Elmer patchwork sock for adults and children, with a percentage from each purchase being donated to Kidscape to help continue their work. This is the first time Elmer has appeared on socks for both adults and children, and the bamboo editions feature Elmer’s famous patchwork. The £4.99 socks are available on the Sockshop website.
The partnership also forms part of the 30th anniversary celebrations of the Elmer the Elephant character created by David McKee. In the 30 years since being published by Andersen Press, Elmer has sold over ten million books worldwide and has been translated into more than 50 languages, the publisher said.
“Elmer’s subtle message, that it is okay to be different and that we should celebrate our differences, continues to resonate with children around the world and aligns perfectly with Kidscape’s focus for this year - ‘Change Starts With Us’ - encouraging everyone to acknowledge they have a role to play in creating a world that is friendlier and kinder,” Andersen Press said.
Friendship Friday is celebrated on 8th November, ahead of Anti-Bullying Week which runs from 11th to 15th November 2019. For the first time in 2019 Elmer will be the face of the day, with fully branded resources available free of charge to schools and the general public via Kidscape’s website.
Paul Black, the publisher’s PR and brand director, said of the Sockshop partnership: “Elmer embodies the ideals of friendship and inclusivity, and for us to celebrate that with Kidscape on Friendship Friday has been fantastic, and to be able to further that partnership by bringing in SockShop we hope to spread the anti-bullying message further, and raise funds for the valuable work Kidscape does.”
The partnership between Andersen Press, Kidscape and SockShop was brokered by the Louis Kennedy marketing agency based in London.