License Global is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Merchantwise Licensing to Rep ‘Elf on the Shelf’ in Australia, New Zealand

“Elf on the Shelf” has new representation down under.

Merchantwise Licensing has been appointed by The Lumistella Company as the Australian and New Zealand licensing agent for “The Elf on the Shelf.”

Building upon the brand’s presence in the two countries, Merchantwise Licensing has secured licensing partners Mitch Dowd for apparel, Hinkler Books for novelty publishing and Park Avenue Foods for novelty confectionery and Australia Post for collectibles.

Launching in time for the holiday season, Mitch Dowd’s themed “The Elf on the Shelf” sleepwear and outwear apparel for infants and kids will launch in Australian retailer, Best & Less with a dedicated in-store marketing campaign and PR outreach.  Furthering their support of the brand in store, Best & Less will retail for the very first time “The Elf On The Shelf: A Christmas Tradition” box set and Plushee Pals Huggable plush through local distribution arm, Product Management Group Group Pty Ltd (PMG). Mitch Dowd will also launch at Australian retailer, BIG W a range of specially packaged “The Elf on the Shelf pajamas for the entire family.

Hinkler Books will release three novelty publishing products into Kmart in Australia and New Zealand for the season including Mess Free Color Burst, Magic Ink Pictures and an Activity Kit. 

Also launching in Kmart in Australia will be a number of novelty The Elf on the Shelf confectionery products from Park Avenue Foods including a Surprise Advent Calendar, a Decorate Own Cookie House and Candy Container.

In New Zealand, Park Avenue Foods will launch an Advent Calendar for Countdown NZ. The Elf on the Shelf licensing festivities will also extend to a collectible stamp pack and Postal Numatic Cover with Australia Post in November. Event partner, The Entertainment Store will secure character appearances and events throughout December as well.

The ScentreGroup will continue its partnership with “The Elf on the Shelf” for 2020 with a range of fun branded craft activities, 12 days of hide and seek Facebook competition and photo moments at Westfield shopping centers across Australia.

“Like children all over the world, Aussie and Kiwi kids eagerly anticipate the Christmas season to enjoy The Elf on the Shelf experience with their family and friends so we are thrilled to be representing The Lumistella Company’s ‘The Elf on the Shelf brand in Australia and New Zealand,” says Kerryn McCormack, general manager, licensing, Merchantwise Licensing. “Together with Mitch Dowd, Hinkler Books and Park Avenue Foods as well as our other partners we very much look forward to launching these first licensed products to market and their great success.”

For more news from companies like this, click here.

Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.