The Elf on the Shelf has renewed its partnership with breakfast brand Kellogg’s for a second year, and will continue to team with Hyde Park Winter Wonderland, one of the biggest annual Christmas events in central London.
The Elf on the Shelf will once again be featured on over six million boxes of Coco Pops, Corn Flakes and Rice Krispies in the UK and Ireland from the beginning of October. The thee-month promotion in 2018 was one of the most successful Christmas co-branded promotions ever for Kellogg’s, with over 450,000 entries to a three-month online contest.
This year there are more than 970 prize packs, each valued at £80. Families will have the chance to win The Elf on the Shelf Exclusive Prize package, including The Elf on the Shelf: A Christmas Tradition box set, An Elf’s Story and Elf Pets: Santa’s St. Bernards Save Christmas dual pack DVD and more. The promotion, supported by extensive advertising and marketing, began on 1 October and runs to 20 December.
The popular Elf on the Shelf Day will also celebrate its second year at Hyde Park Winter Wonderland on 1 December. The day will offer exclusive photo opportunities with both The Elf on the Shelf and Elf Pets mascots, as well as fun family activities like scavenger hunts, crafts, giveaways, movie time, and more. There will also be an Official The Elf on the Shelf Adoption Centre – where families can adopt their very own Scout Elf and Elf Pets!
Charlie Donaldson, Joint Managing Director of Rocket Licensing, the brand’s licensing agent, says: “The popularity of The Elf on the Shelf, with a growing number of licensing and promotional partners, underlines and enhances the extraordinary awareness that this amazing brand enjoys in the UK and around the world, and its enormous appeal to major brands. A big Christmas is on the way for The Elf on the Shelf – and an even bigger 2020!”
A surge in UK licenses in the run-up to Christmas 2019 covers apparel, publishing, food gifting, homewares and even Christmas crackers. The arrival of a brand-new style guide with new UK-specific assets is also expected to add further licensees to the list, targeting new categories like Christmas decorations, accessories and toiletries.