The Elf on the Shelf counts down to Christmas

With 100 days to go, the family-favourite brand is gearing up for its biggest festive season to date, including renewed partnerships, fresh products and new opportunities to be revealed at BLE

Written by Rhys Thomas

Posted 16.09.2019

The Elf on the Shelf counts down to Christmas thumbnail

The countdown to Christmas is on, with 100 days to go until the big day, and The Elf on the Shelf brand is gearing up for its biggest year in the UK to date.

Represented in the UK and Ireland by Rocket Licensing, the fast-growing licensing property is gearing up with renewed partnerships and major product launches across new and key categories.

The Elf on The Shelf already boasts over 50 licensees globally, including 16 in the UK, and the arrival of a brand-new style guide featuring new UK-specific assets is expected to add to an expanding UK licensee list, targeting categories including Christmas decorations, accessories and toiletries.

Promotional partnerships are also a strong feature of the brand: successful 2018 partnerships with Kellogg’s and Hyde Park Winter Wonderland have been renewed for 2019, underlining the importance and power of the brand in multiple sectors.

Rob Wijeratna, Joint Managing Director of Rocket Licensing, says: “The fast-growing public engagement with The Elf on the Shelf online and at retail, as well as an expanding UK licensee list, underlines the extraordinary awareness that this amazing brand enjoys across the UK and globally. A big Christmas is on the way for The Elf on the Shelf – and we are already planning for an even bigger Christmas in 2020!”

According to Beano.com, 32 per cent of UK kids count The Elf on The Shelf as one of the special things about their family Christmas – no wonder more than 13 million of Santa’s Scout Elves have been adopted by families worldwide since 2005.

The Elf on the Shelf Scout Elves are supported by a foundation of key UK brand partners, including Baby Republic, the UK distributor of The Elf on the Shelf products, and DVD partner Universal.

Rocket Licensing will be showcasing the brand at its stand B301 during BLE.


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