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The Lumistella Company Brings The Elf on the Shelf Santaverse to the U.K.
New Experiences and events were announced at Brand Licensing Europe.
License Global
September 30, 2024
4 Min Read
The Lumistella CompanyThe Lumistella Company
The Lumistella Company, home to the Elf on the Shelf Christmas brand, unveiled an expansion of holiday experiences across the U.K. at this year’s Brand Licensing Europe. These new partnerships, in collaboration with Rocket Licensing, the U.K./IE licensing agent for The Elf on the Shelf, are helping to bring The Elf on the Shelf Santaverse, the new storytelling universe, to life, giving families an interactive look inside the enchanted world of Santa Claus.
Building on last year’s success, this holiday season, a 15-foot-tall The Elf on the Shelf Scout Elf can be found around the city of Bristol, England for the month of December. The activation is also expanding to Liverpool for 2024. The Elf on the Shelf is a global Christmas tradition where Santa’s Scout Elves visit families each day during the festive season and report back to Santa each night on their family’s Christmastime activities. In Bristol and Liverpool, a giant Scout Elf will appear atop several of the city’s buildings where families can witness some classic Scout Elf activities in a daily game of search-and-find. The Scout Elf will travel around the city center Dec. 1-24.
“We’re thrilled to welcome The Elf on the Shelf experience back to Bristol this holiday season,” says Vicky Lee, director, Bristol City Centre BID. “It’s a fantastic way to bring families and visitors into the heart of the city, offering a fun and interactive experience that spreads festive cheer. The giant Scout Elf will be a delightful addition to our cityscape, creating special moments for everyone while showcasing Bristol as a vibrant and magical destination during Christmas.”
Bringing the tradition to life in a new way, Bakehouse Productions will be bringing The Elf on the Shelf Christmas Adventure to Bluewater Shopping Centre in Kent. This interactive theatrical experience features interactions, games and challenges and the chance to get a photo with Santa. In the half-hour experience, families will be invited on a mission to help the Scout Elves spread Christmas cheer and make sure Christmas gets off to a flying start.
“The Elf on the Shelf is a Christmas brand that has truly caught the imagination of children and parents across the U.K.,” says Rob Wijeratna, joint managing director, Rocket Licensing. “In fact, demand for both The Elf on the Shelf events and products is growing year on year – and we’re delighted to be helping to meet that demand, through these exciting partnerships. This Christmas is going to be busier than ever for Santa’s Scout Elves.”
“It has been an honor to be a part of some of these creative collaborations, helping to bring The Elf on the Shelf Santaverse to new and existing fans while delivering the magic of Christmas to families everywhere,” says Chanda Bell, co-chief executive officer, The Lumistella Company. “Working with incredible partners to localize our experiences engages families across the world in our beloved characters and stories, connecting them with the joyful family moments that define our purpose at The Lumistella Company.”
Additional U.K. announcements and partnerships include:
New licensees in the U.K. – CFR Management Services will launch magic sipper straws and gingerbread, brownie and cookie bake mixes for fall/winter 2024, while Lights4Fun releases its new range of festive The Elf on the Shelf-themed lights.
New retailers for core products in the U.K. and IE – The Elf on the Shelf Santaverse brands will be available for the first time in Tesco IE superstores this year with displays and a significant brand presence. Additional new retailers include Sainsbury’s and Aldi in the U.K.
Gulliver’s World/Variety – For the second consecutive year, and in partnership with Variety, The Children’s Charity and Gulliver’s World in honor of Variety’s 75th anniversary, The Lumistella Company will sponsor the North Pole Bash, an expanded 3-day, 3-location event that will benefit 750 invitees and their families in Milton Keynes, Rotherham and Warrington Nov. 12, 14 and 19, respectively.
New licensee for Italy – Hermet Luxury will introduce The Elf on the Shelf-branded duvets, bedding and duvet sets, throw blanket, cushions and pillows and pajama sets for infants, children and adults.
Brand presence in 25 countries – Wish Toys will bring The Elf on the Shelf brand to Peru in 2024, launching at large retail chains, Ripley, Cencosud, Falabella and more.
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