Elf on the Shelf Creators Rebrand as The Lumistella Company

CCA and B is rebranding.
License Global

August 18, 2020


CCA and B, best known for its bestseller 

The Elf on the Shelf: A Christmas Tradition

 and its 

Elf Pets

 titles, has announced a corporate rebrand to The Lumistella Company, a name which better reflects the company’s status as a global children’s brand and aligns better with the company’s vision and mission.

In the lore of its North Pole universe, Lumistella is the name given to an ancient and magical Christmas comet. This comet is the origin source for Christmas magic and all of the characters who make Santa’s North Pole their home, including The Elf on the Shelf.  The name Lumistella symbolizes the essence of the company’s ethos, reminding fans and employees alike to constantly look for the spirit of Christmas.   

“Many incorrectly believe that The Elf on the Shelf is our official company name, so updating our corporate identity to The Lumistella Company reflects a bigger world of brands and characters,” says Chanda Bell, founder and co-chief executive officer, The Lumistella Company. “The

North Pole is a magical universe with endless stories and enchanted characters, all centered around the virtues of faith, hope and love. Our new corporate name effectively captures the true essence of our brand identity and accurately portrays our vision as we head into the future.”

The rebrand also reflects the company’s strategic reorganization from that of a consumer products company into a global intellectual property company with three distinct areas of focus encompassing experiences, entertainment-based content and consumer products. Each business unit is actively engaged in building strategic partnerships with studios, publishers, music firms, product companies, agencies and live entertainment production companies. 

To further that objective, The Lumistella Company has engaged Creative Artists Agency (CAA) to represent the company’s brands across the whole of the agency.

“As an agency with global reach committed to crafting precedent-setting deals and building new brands based on our ideas, interests and opportunities, CAA is an ideal fit for our future vision,” says Christa Pitts, founder and co-chief executive officer, The Lumistella Company. “As we celebrate our 15-year anniversary of The Elf on the Shelf, we are well poised to grow beyond consumer products, giving children of all ages a behind-the-scenes glimpse into Santa’s full world. The Lumistella Company is a name which reflects our evolution as a corporation and better positions us as the go-to authority on all things Santa Claus at Christmastime and beyond.”

Capitalizing on the new direction, the company recently unveiled a whole new immersive kids’ website,


. On the site, kids can explore a fully realized 3D world and play more than 30 interactive games and activities.

“It’s the virtual world of Santa Claus that kids have been waiting for,” says Mike Champion, president, The Lumistella Company. “There is plenty more to come, and we hope our fans will stay tuned for a number of exciting announcements related to our brands this year!”    

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