The Elf on the Shelf®: A Christmas Tradition box set has been a massive cultural and commercial success in the US, selling over 12 million units, winning toy and book awards, and inspiring animated hits, a website with interactive games and activities, massive social media engagement and successful promotions, apps and licensed merchandise.

Now the timeless story of Santa’s magical Scout Elves who visit homes around the world to help Santa manage his nice list has also established itself as a modern Christmas tradition for many families across the UK. As the only elves who report directly to Santa, The Elf on the Shelf® Scout Elves are supported by a foundation of key UK brand partners, including Baby Republic, the exclusive UK distributor of The Elf on the Shelf® products, DVD partner Universal, and independent licensing company Rocket Licensing, which has secured a swathe of new UK licensing agreements for Christmas 2018.

Aykroyds TDP Licensing Limited is planning a range of The Elf on the Shelf® nightwear and underwear for children and adults, while Fashion UK and Global Licensing are on board for daywear, along with Roy Lowe & Sons which is developing a range of children’s and adults’ socks. Leading children’s publisher Hachette Children’s Group has been signed for The Elf on the Shelf® Bumper Activity Book, featuring games, puzzles, colouring and over 150 stickers, while a spread featuring The Elf on the Shelf® activity pages will appear in the December issue of Toybox magazine thanks to a deal with Immediate Media.

Existing The Elf on the Shelf® licensees are also promoting the brand for Christmas 2018, as home textiles licensee Dreamtex has now expanded its product range to include cushions and towels, in addition to bedding. IG Design Group has developed The Elf on the Shelf® gift wrap and bags, while Amscan launched two The Elf on the Shelf® balloons into retail in September.

This fun, festive and unique brand is also partnering with leading cereal brand Kellogg’s for an exciting promotion this year. More details will be announced closer to the start of the Christmas season.
Rob Wijeratna, Joint Managing Director of Rocket Licensing, says: “The hugely positive response we have received to The Elf on the Shelf® from potential licensees and retailers has very quickly translated into significant signings and some really fantastic product entering the UK market this Christmas. All our partners really can see the benefits of this unique brand — the only elf that creates real family moments, cherished memories and traditions, and who reports directly to Santa!”

Chanda Bell, founder and co-CEO of The Elf on the Shelf®, said: “We are so thrilled with the extent to which consumers in the UK and Ireland have gravitated towards The Elf on the Shelf® brand. Retailers, our business partners and especially our fans are attracted to our family-friendly values, entertaining content and the way we bring the magic of the North Pole to life.”