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

The Lumistella Company, Rocket Licensing and McDonald’s have announced the launch of the first The Elf on the Shelf Happy Meal – with branded packaging, including a choice of one of 10 North Pole plush characters – The Elf on the Shelf Scout Elves, Elf Pets and Elf Mates toys – or one of two books: “Merry Christmas, It’s Your Elf” and “Merry Christmas, It’s Your Reindeer.” The collaboration is available in all U.K. and Ireland restaurants, through McDelivery and via the McDonald’s app, from the Nov. 16 through Dec. 20.

Lumistella-themed activity sheets and games are available online at McDonald’s Family Fun Hub and an activity pack envelope is on hand for drive-through restaurant visitors. McDonald’s restaurant customers can also enjoy a “Gift Launcher” table game, a “Spot The Elf Pets” digital floor game and two iPad app games available in selected restaurants – “Find Santa’s Helpers” and “Santa’s Sleigh Stack Up.” Restaurant touchpoints will support the campaign, including a cabinet displaying Happy Meal toys and books, an animated window screen, posters, balloons and flags.

“This first The Elf on the Shelf Happy Meal is a wonderful collaboration that brings together these much-loved brands and characters in an exciting new campaign,” says Christa Pitts, co-chief executive officer, The Lumistella Company. “Starring Santa’s official North Pole helpers, Scout Elves, Elf Pets and Elf Mates, this Happy Meal is sure to be a holiday hit with families at McDonald’s restaurants across the U.K. and Ireland.” 

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“The Elf on The Shelf brand is a memorable Christmas tradition that creates enjoyable shared family moments, cherished memories, and new holiday traditions,” says Rob Wijeratna, joint managing director, Rocket Licensing, which manages licensing for Lumistella and The Elf on the Shelf brand in the U.K. and Ireland. “This partnership with McDonald’s underlines the continuing strength of The Elf on The Shelf brand and fellow North Pole characters as an iconic Christmas brand in the U.K.” 

The campaign will be supported by a significant marketing campaign across multiple media, including an animated TV commercial showcasing Santa himself! The Elf on the Shelf Happy Meal toys, books and in-store communications were designed by McDonald’s long-term partner, customer engagement agency The Marketing Store. 

In October, The Lumistella Company announced a strategic management team comprising new and existing senior leaders.