Elf on the Shelf Extends Beyond Holidays to Birthdays

With more than 6 million copies of the holiday book sold to date, product in over 15,000 U.S. retail locations and an avid social media following, The Elf on the Shelf property is a bustling business both in print and consumer products.

Launched in 2005 out of the trunk of a car, the book and companion doll have now expanded globally, with more than two dozen licensees in its portfolio and even an appearance in the Macy's Thanksgiving Day Parade.

The product has a simple goal–to create family moments that bring children and adults together–and through both the property's publishing and licensed extensions, it's doing just that.

"Licensing The Elf on the Shelf brand was a natural evolution to the phenomenal growth the brand achieved in five short years," says Helen Bransfield, executive director, licensing, The Elf on the Shelf. "Our strategy is to add partners who are the best in their category and whose categories make sense for the brand. We need to stay true to the essence of what the scout elf represents to families. The Elf on the Shelf is now synonymous with Santa Claus and the holiday season."

The most recent product launch for the property is a brand-new book, The Elf on the Shelf: A Birthday Tradition. The book is the first sequel to the original title to hit shelves, and finds Santa granting the scout elves permission to visit their families to celebrate children's birthdays. Included with the book is a Claus Couture Collection birthday outfit for the elf companion dolls and a keepsake box.

Says Bransfield: "This [new book] answered the request by families to have more time with their scout elves while maintaining the specialness of the elf during the holiday season."