Elastoplast Commercial 2003

 In 1928 Smith & Nephew of the UK acquired the license to market and produce the Elastoplast range of bandages.

Beiersdorf bought brand rights for the Commonwealth from Smith & Nephew in 1992. It has become a genericized trademark for "sticking plaster" in some Commonwealth countries including the United Kingdom and Australia.

In some countries in Europe Hansaplast, a brand name started by Beiersdorf in 1922, is used instead. A third trademark, named Curitas, is used in parts of Latin America.

Nick Kochan wrote about Elastoplast in his book The World's Greatest Brands (1996); noting that "the early success of the brand was due to its high-stretch fabric material coupled with an effective adhesive"; and that it has as strong position in worldwide markets, particularly in the UK.