We inspire people to create, build and learn for life.
Elmer’s Brand Story
The company was originally part of the Borden® Company, which introduced the first consumer white glue in 1947. Under the trade name “Cascorez Glue,” the glue was packaged in glass bottles with “ice cream pop” type wooden sticks attached with a rubber band. Shortly thereafter, the glue was repositioned under the name “Elmer’s® Glue-All” after Elmer, the spouse of Borden’s famed corporate symbol, Elsie the cow.
For more than 65 years, Elmer’s® Products, Inc. has been providing creative adhesive solutions that support success and turn ideas into reality. By continuing to develop innovative new products, Elmer’s® has become the trusted brand when it comes to fueling creativity and providing outstanding product performance in the classroom, at home, in the workshop and at the craft table.
Heritage Timeline
1940
Elmer Marries Elsie
Elmer the Bull marries Elsie, the spokescow for Borden Dairy Company.
1947
Cascorez Glue
Cascorez, a PVA based household glue is introduced.
1951
Elmer’s® Glue-All
Elmer the Bull chosen as marketing symbol for consumer glue. Cascorez renamed Elmer’s® Glue-All and repackaged in plastic squeeze bottle.
1957
An All-American Family
Elsie and Elmer are a beloved All-American family complete with four calves, Beulah, Beauregard, Larabee and Labelia.
1960
Wood Adhesives
Elmer’s® becomes essential part of woodworker’s toolkit, as wood adhesives introduced.
1967
School Glue
Elmer’s® School Glue introduced.
1980
Introducing The Glue Stick
Elmer’s® Glue Stick was introduced.
1981
CraftBond
CraftBond introduced.
1991
Kids Arts & Crafts
Elmer’s® begins expanding into Kids Arts & Crafts with Glue Colours, making a big impact on the market with colourful, creative and just plain cool products for kids!
2007
Elmer’s® No-Run School Glue
Elmer’s® No-Run School Glue is introduced. A new twist on an old favourite featuring a new, improved formula that doesn’t run and stays where you put it.
2015
Newell Brands Acquisition
Newell Brands® acquires Elmer’s®.
