The Elf on the Shelf is set to Turn 20The Elf on the Shelf is set to Turn 20

Holiday brand, The Lumistella Company, is set to celebrate the 20th anniversary of The Elf on the Shelf next year. It all started with “The Elf on the Shelf,” a popular story by Carol Aebersold and her daughter, Chanda Bell, beautifully illustrated by Coë Steinwart. This tale features a magical Scout Elf who keeps a watchful eye on children during the day and reports back to Santa each night. Each morning, the elf returns to discover a new hiding spot, sparking a holiday tradition that engages families throughout the season. What began as a publishing venture has transformed into a powerful global brand focused on entertainment and high-quality consumer products.

In 2009, the company started its international expansion with The Elf on the Shelf in the U.K., Ireland and Canada – partnerships that continue today.  Following that, Elf Pets were introduced, which include a St. Bernard puppy, an Arctic fox and, of course, a reindeer. These cuddly helpers of Santa are designed to be cherished throughout the year, unlike the Scout Elves, who, to keep the magic alive, typically return to the North Pole when the seasonal décor is packed away.

In 2023, Lumistella unveiled the Elf on the Shelf Santaverse, a storytelling universe that reveals the enchanted world of Santa Claus. The company is using its existing portfolio to launch this whimsical world and create new characters and adventures. The Lumistella Company is releasing a range of products featuring new characters, including Frost Pips, the North Pole’s youngest elves sweetly nestled in icy frost flowers; Bogie, a clever furry friend from enchanted North Pole forests and Little Grunt, a playful yeti that is part of the newly launched SnoBiggie brand.

Related:The Lumistella Company Unveils The Elf On The Shelf Santaverse

License Global spoke with Tracy Hanchett, vice president, licensing and business development, The Lumistella Company, to learn more about what’s new in the Santaverse.

Tracy Hanchett, The Lumistella Company

“Frost Pips are the official baby elves from the North Pole, known for their playful spirit and captivating charm,” says Hanchett. “Give them love and care, and with nourishment from their frost flower home, they’ll be protected, and they just may one day be Santa’s Scout Elf helpers.”

There are four elf babies in the collection. The Bogie brand introduces spirited little creatures from a mountainous region of the North Pole, where they hide in nooks, crannies and cozy hidey-hole homes.

“Cute, mischievous and sweet, these North Pole residents seek out forever friends and are known for their loyalty, expressive emotions and humor,” says Hanchett. “Bogie products support imaginative play and social/emotional expression, appealing to children with a fascination for the North Pole, its origins and the magical creatures who inhabit it.”

Related:The Elf on the Shelf Happy Meal Campaign launches at McDonald’s

In the lore of Santaverse, SnoBiggie yetis were once fearsome creatures hailing from a mountainous region of the North Pole, but the power of play melted their hearts, and they are now beloved toy testers for Santa. With the power of a positive heart, they joyfully celebrate their inner child each day as they smash, crash and bash toys to ensure they are safe and fun for children. Little Grunt, a little yeti with a big heart is available as a storybook and plush set.

The Elf on the Shelf already has a wide range of licensed products, including cereals, bedding, games, puzzles and candies. Hanchett says the company is always interested in discussing potential brand partnerships with those whose priorities align with The Lumistella Company’s to inspire joyful family moments.

“Among other exciting new licensing partnerships, in 2025, we will be expanding into the digital gaming space with two new games – one video console-based game from Outright Games and the other, an integration into Piñata Smashlings in Roblox from Toikido,” says Hanchett.

At Brand Licensing Europe in September, The Lumistella Company unveiled several new holiday experiences in the U.K. For example, this holiday season, The Elf on the Shelf Christmas Adventure will be featured at Bluewater in Kent allowing families to enjoy an immersive, 25-minute adventure as they step through the Elf Door and are transported into a North Pole-inspired world of wonder and festive play. Also, this season in the U.K., a 15-foot-tall The Elf on the Shelf Scout Elf can be found around moving around the cities of Bristol, Liverpool, and Croydon, England for during the month of December.

“We are looking forward to The Elf on the Shelf Santaverse activations at the Main Place, a Centennial, California-based mall; integration into Houston Zoo Lights event in Houston, Texas; and scavenger hunts in downtown Roanoke, Virginia and in downtown Knoxville, Tennessee,” says Hanchett. “We’ll partner again with Beaches Resorts in Jamaica and Turks and Caicos to add a tropical twist to the beloved holiday tradition, extending a personal invitation for Scout Elves to join their families vacationing in the Caribbean this holiday season We are also planning an experiential mall-based event with our partner, Madhouse Productions, at Caleido in Madrid, Spain. Coming in 2025, we’ll launch more experiential events nationally and internationally, and we’ll be bringing The Elf on the Shelf live stage shows to select markets in the U.S., the U.K. and Australia.”

Bogie Plush

Following BLE, Hanchett says there are more opportunities to expand in the U.K. market, especially in the experiential space.

“Britons are ardent supporters of Christmastime events, and we’re working closely with our U.K. agent, Rocket Licensing, to capture new deals for 2025 and beyond,” she says.

The company has a global reach and that is growing, too. The core line can be found in 26 markets, with the strongest focus markets being the U.S., U.K., Mexico, Canada and Australia.

The Lumistella Company has licensed agent representation in the U.K., Canada, Australia, New Zealand, Mexico and Spain, and those partners are helping the brand to leverage current success and grow.

Through the years, The Lumistella Company has seen its share of successful collaborations. Hanchett says the company is focused on collaborating with creative partners who align with its corporate values and are committed to bringing the characters and stories of The Elf on the Shelf Santaverse to fans and families worldwide. Like many brands, The Lumistella Company has seen particular success in the food and beverage category.

“We see quite a bit of user-generated content that utilizes food and snacks,” says Hanchett. “With that, our consumables partnerships have always been some of our strongest performers. Notable callouts include our multiyear partnership with The Frozen Farmer for Santa’s Cookies Ice Cream and Ice Cream Sandwiches and top-performing McDonald’s x The Elf on the Shelf Happy Meal promotions since 2022 in the U.K., Ireland, Spain and Italy, and this year in Australia, New Zealand and Fiji, with more to come.”

The Elf on the Shelf Happy Meal poster, McDonald’s

With the announcement of The Elf on the Shelf Santaverse, the company sees even more options for growth.

“In 2025, we’re not only celebrating our 20th anniversary of The Elf on the Shelf with new products and experiences, but we also have the first of a seven-volume middle-grade novel series coming from HarperCollins and a content deal with Netflix,” says Hanchett. “All of this broadens our scope, allowing us to continue to tell the stories of Santa’s North Pole, create year-round buzz around our brands and open entirely new licensed opportunities.”

This story was taken from the December 2024 issue of License Global. Read the full issue here …