The Elf on the Shelf has announced partnerships with Kellogg and Hyde Park Winter Wonderland ahead of this year’s holiday season in deals brokered by Rocket Licensing.

The deals see the brand featured on more than six million contest-focus boxes of Coco Pops, Corn Flakes and Rice Krispies in the U.K. and Ireland beginning this month. Kellogg’s partnership follows a similar deal with The Elf on the Shelf brand last year. The three-month promotion in 2018 was one of the most successful Christmas co-branded promotions ever for Kellogg’s, leading to more than 450,000 entries in an online contest.

This year’s contest will feature nearly 972 prize packs, each valued at £80, and families will have the chance to win The Elf on the Shelf Exclusive Prize package, which includes “The Elf on the Shelf: A Christmas Tradition” box set and “An Elf’s Story and Elf Pets: Santa’s St. Bernards Save Christmas” dual pack DVD.

“The popularity of The Elf on the Shelf with a growing number of licensing and promotional partners underlines and enhances the extraordinary awareness that this amazing brand enjoys in the U.K. and around the world, and its enormous appeal to major brands,” says Charlie Donaldson, joint managing director, Rocket Licensing. “A big Christmas is on the way for The Elf on the Shelf – and an even bigger 2020!”