New partners for Elf on the Shelf

Rocket Licensing announces raft of new UK deals for the hit Christmas phenomenon

Written by Rhys Thomas

Posted 13.09.2018 | Toys

New partners for Elf on the Shelf thumbnail

Rocket Licensing has announced multiple UK agreements for The Elf on the Shelf, the delightful property which includes the hugely popular illustrated children’s book and Scout Elf box set, The Elf on the Shelf: A Christmas Tradition from CCA and B, LLC. This Christmas’ campaign will see new product launches across apparel and publishing and an extension to the successful home textiles range.

Aykroyds TDP Licensing Limited, a market leader in the UK apparel market, are planning a range of The Elf on the Shelf nightwear and underwear for children and adults, while Fashion UK and Global Licensing Ltd, another industry leader, is now on board for daywear. Fashion/Global are developing a fun and festive initial range of children’s t-shirts, fashion tops and knitted sweaters for 2018 and have plans for an even wider range for next Christmas. This will include hoodies and sweatshirts, skirts, dresses and jackets and will target adults as well as children. Roy Lowe & Sons, a provider of licensed character socks for over 20 years, is also planning a range of The Elf on the Shelf socks for children and adults, as well as sock gifting.

These new licensees are planning designs depicting Christmas messages and Santa’s magical Scout Elves in colourful and playful imagery that will appeal across the ages. With enormous cross-generational appeal, The Elf on the Shelf is set to establish itself as a licensed brand for families to enjoy – and wear – together. The new apparel ranges will be launched in Quarter 4 into retail, where there has been a strong sell-in for the brand across the high street.

Also launching in Quarter 4 is The Elf on the Shelf Bumper Activity Book from Hachette Children’s Group, one of the largest children's publishers in the UK. This lovely interactive book will feature games, puzzles, colouring and over 150 stickers. Another publishing deal – this time for magazines – has been signed with special interest content and platform company Immediate Media. A feature of fun The Elf on the Shelf pages is being developed for inclusion in the December issue of Toybox magazine, Immediate Media’s fun and educational magazine for 4-6-yer-olds, due to hit shelves on the 28th of November.

Existing The Elf on the Shelf licensees are also building 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 is launching two The Elf on the Shelf balloons into retail in September.

Other key official partners for the brand include Baby Republic, the exclusive UK distributor for The Elf on the Shelf: A Christmas Tradition box set, in addition to CCA and B, LLC’s core brand collection including Elf Pets, Claus Couture Collection, Scout Elves at Play and Scout Elf Express Delivers Letters to Santa, as well as Universal, the brand’s DVD partner. This November, Universal will be releasing a new DVD, Elf Pets: Santa’s St. Bernards Save Christmas which will be supported by an extensive marketing campaign.

The timeless story of Santa’s Scout Elves who are magically sent into homes to discover who is naughty or nice first appeared in print in 2005 and since then has established itself as a modern Christmas tradition for many families. The tradition sees the Scout Elves hiding in a different place in the home every night, where they wait to be found by their adopted families. A unique Christmas brand, The Elf on the Shelf® creates real family moments, cherished memories and is the only elf that reports directly to Santa!

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. Along with the Scout Elves, Elf Pets®: A Reindeer Tradition and Elf Pets® A Saint Bernard Tradition box sets have garnered success of their own, exceeding 1.3 million units sold since their launch.

Supported by a comprehensive range of design assets, including a delightful, creative and UK-market-relevant style guide, the property is making strong inroads into the UK market. Rocket Licensing, appointed by licensor CCA and B, LLC to manage UK licensing for The Elf on the Shelf, is focusing on a number of major categories, including gifting, Christmas decorations, social stationery, homewares, food and confectionery, partyware and dress up, games and puzzles, and accessories. The campaign, like the books, is aimed at a core market of children aged 1 to 11, while also having great appeal across families and gift buyers as the magic of Christmas is shared across the generations. Further licensing announcements are expected soon.

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. Looking forward, we are excited to grow the licensing campaign for this timeless and unique brand even further for 2019.”


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