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The Lumistella Company, home to the world’s greatest Christmas brands, is set to unveil an exciting expansion of holiday experiences across the UK at this year’s Brand Licensing Europe (September 24th – 26th, Excel London).
These exciting new partnerships, in collaboration with Rocket Licensing, the UK/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. It will give families an interactive look inside the enchanted world of Santa Claus.
Lumistella Unveils Exciting New Elf on the Shelf® Experiences
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.
Building on last year’s success, this holiday season, a 15-foot tall The Elf on the Shelf Scout Elf can be found around Bristol, England, for December. The activation is also expanding to Liverpool, England, for 2024.
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 centre from 1 to 24 December, finding the perfect spots to bring festive joy to children and adults alike.
Vicky Lee, Director of Bristol City Centre BID, said, “We’re thrilled to welcome The Elf on the Shelf® experience back to Bristol this holiday season. It’s a fantastic way to bring families and visitors into the city’s heart, 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.”
The Magic of Elf on the Shelf®
Additionally, bringing the tradition to life in a new way, Bakehouse Productions will bring The Elf on the Shelf® Christmas Adventure to Bluewater Shopping Centre in Kent, England. This interactive theatrical experience is designed to entertain and delight the whole family with fun interactions, festive games and challenges, and the chance to get a photo with Santa. In a half-hour experience packed with fun, games, and laughter, families will be invited on a mission to help the Scout Elves spread Christmas cheer and ensure Christmas gets off to a flying start.
Rob Wijeratna, Joint MD, Rocket Licensing, which manages licensing for The Elf on the Shelf® in the UK and Ireland – and which has helped to put these partnerships in place – says, “The Elf on the Shelf® is a Christmas brand that has truly caught the imagination of children and parents across the UK. 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!”
Chanda Bell, co-CEO of The Lumistella Company said, “It has been an honour 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.” She added, “Working with incredible partners to localise 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.”
Get Ready for a Magical Elf on the Shelf® Adventure
Additional announcements at BLE will include:
- New Licensees in the UK – CFR Management Services will launch magic sipper straws and gingerbread, brownie and cookie bake mixes for autumn/winter 2024, while Lights4Fun releases its new range of festive The Elf on the Shelf-themed lights.
- New retailers for core products in the UK and IE for Christmas 2024—The Elf on the Shelf Santaverse brands will be available for the first time in Tesco IE superstores in 2024, with beautiful displays and a significant brand presence. Additional new retailers in the UK include Sainsbury’s and Aldi.
- Gulliver’s World/Variety – For the second consecutive year, and in partnership with Variety, The Children’s Charity and Gulliver’s World in honour 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 on November 12th, 14th and 19th, respectively.
- New licensee for the Italian market, Hermet Luxury, will introduce The Elf on the Shelf-branded duvets, bedding and duvet sets, throw blankets, cushions, pillows and pyjama 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 – The Elf on the Shelf will launch the following large retail chains: Ripley, Cencosud, Falabella and more.
About The Lumistella Company
CCA and B, LLC d/b/a The Lumistella Company is the parent company behind The Elf on the Shelf® Santaverse™, the official source for the stories of the enchanted world of Santa Claus. Family-owned and women-led since 2005, the company’s portfolio includes several iconic Christmas brands, including: The Elf on the Shelf, Elf Pets, and Elf Mates. As a global company operating in 25 countries, on 5 continents with 90+ licensees, they aim to make joyful family moments possible worldwide. To learn more about The Lumistella Company, visit lumistella.com.
