The Lumistella Company Unveils The Elf On The Shelf Santaverse

The Lumistella Company, home to some of the world’s most-beloved Christmas brands, The Elf on the Shelf, Elf Pets, and Elf Mates, unveils its boldest venture yet: The Elf on the Shelf Santaverse, a storytelling universe revealing the enchanted world of Santa Claus. The company will use its existing portfolio of famous brands, already loved by millions across the globe, to launch the fantastical Santaverse and create a trove of new and exciting stories, timeless adventures, and unforgettable characters over the next several years.  

The Elf on the Shelf Santaverse will officially be introduced to consumers through notable releases such as: 

“When we started The Lumistella Company, the focus was our family’s original The Elf on The Shelf story and one trusty Scout Elf,” said Chanda Bell, Santa’s chief storyteller and co-founder and co-chief executive officer, The Lumistella Company. “However, we always knew this fantastical universe held boundless potential, and our mission was to create something truly unparalleled. Over the years, we’ve been teasing pieces of this enchanting realm through new products, stories, experiences and partnerships. Today, the veil is lifted, and we can officially introduce Santaverse, an expanded world of stories and characters that has brought and will continue to bring so much magic and wonder to families across the globe.”  

The Lumistella Company has spent the past 18 years delivering and celebrating joyful family moments, exemplified by its beloved holiday traditions, The Elf on the Shelf and Elf Pets. Over the last several years, due to the tremendous popularity of these characters and their related lore, as well as increasing demand by its consumers for more stories about Santa’s North Pole, the company has been reinventing itself into what Entrepreneur has coined a “Christmastime IP giant” revealing a world that encapsulates not only The Elf on the Shelf brand stories but an entire host of new characters and lore. As the official source for the stories of the enchanted world of Santa Claus, the Santaverse brand represents the company’s entire North Pole universe and encompasses its new and existing portfolio brands, ensuring the enduring magic and goodwill of Christmas for generations to come. 

“We are thrilled to reveal the name of our new storytelling universe -- the enchanted world of Santa Claus has never been shared in this way” says Christa Pitts, co-founder and co-chief executive officer, The Lumistella Company. “And we believe we have the most trusted, authentic and original brands to do it. At the same time, we are beginning a very magical chapter of The Lumistella Company’s story. Our journey ahead holds new partnerships, branded entertainment, digital content, immersive experiences, new products and exciting narratives worthy of the most enduring magic of all time. As we head into our 20th anniversary in 2025, we cannot wait to draw audiences further into Santaverse.”