Industry News


24 May - 2019

Rocket Licensing announces further partners and product for fast-growing property

The Elf on the Shelf®, the brand based on the timeless story of Santa’s magical Scout Elves, has enjoyed a surge in UK licenses in the run-up to Christmas 2019. New licensees have been signed across a number of major categories, including food gifting, publishing, babywear, dress-up, Christmas crackers and cards. New product will reach retail in Q4 in time for the festive season, and is anticipated to have a wide appeal, targeting boys and girls (from toddlers to ten-year-olds) but also families and all those ready to embrace this magical tradition!

Danilo, a major European publisher of social stationery, is planning a range of The Elf on the Shelf® greeting cards, gift wrap and bags for distribution in card shops and grocers. A range of Christmas cards, currently in development, includes personalised and sound cards and targets the whole family.

Kimm & Miller, a leading name in licensed food gifts, is planning a food gifting offering for high street retailers and grocers that includes a hot chocolate set, baking gifts and more.

Leading infant apparel licensee Paul Dennicci Ltd is also newly signed to develop babywear ranges for both grocers and specialist outlets,contributing to what is anticipated to be a strong apparel offering for the brand in 2019.

Smiffy’s will also be developing The Elf on the Shelf® dress-up costumes, aimed at boys and girls aged from toddler to teen. This range will be available through online retail, independents and grocers.

The publishing offering for the brand is also building. Specialist children’s magazine publisher Signature Publishing is planning a special The Elf on the Shelf® issue of its We Love…format targeting girls and boys aged 4-8 years. We Love… The Elf on the Shelf® will be on sale from 25 October – 26 December 2019 at a large number of outlets, and will be packed with quizzes, puzzles, colouring pages and posters and feature high-value branded covermounts. Little Brother Books, the UK’s only dedicated specialist in the production and supply of annuals, will also be producing the 2020 The Elf on the Shelf® Annual, for sale at a wide range of outlets, including grocers and book shops.

Finally, taking us right up to Christmas Day, RMS International will be launching a range of Christmas crackers into grocery, online and high street retailers.

All of the 2019 product – along with new product from existing licensees – will be developed using a brand new 2019 style guide which has a strong graphic look, as well as a huge bank of photographic assets.

Combined with existing licenses, this means there will be at least 16 ‘best in class’ UK Elf on the Shelf licensees, all ready for Christmas 2019, and strongly supported by both retail promotions and marketing campaigns in the months leading up to Christmas.

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 UK distributor of The Elf on the Shelf® products, DVD partner Universal, and independent licensing company Rocket Licensing.

The growing range of core, licensed and promotional The Elf on the Shelf® product is already making a strong impact across grocery, department stores, speciality and independent retail. After securing a swathe of new UK licensing agreements for Christmas 2018 – including nightwear and underwear, daywear, socks, activity books, home textiles, bedding, gift wrap, bags, balloons and more, Rocket has further expanded the licensee list for 2019.

Rob Wijeratna, Joint Managing Director of Rocket Licensing, says: “With seven new partners – and more on the way – the number of The Elf on the Shelf® licenses has nearly doubled in less than a year. This engaging and entertaining property has captured the imagination of kids and families in the UK, just as it did in the US, and is certain to attract even more high-quality partners in the coming months.”

Christa Pitts, founder and co-CEO of The Elf on the Shelf®, says: “The news that many more The Elf on the Shelf® licensees have come on board in the UK and Ireland, and that existing licensees are developing new product, underlines the enormous international appeal of this magical brand. We’re looking forward to welcoming even more partners in the run-up to what promises to be an amazing Christmas for The Elf on the Shelf® and its millions of fans.”

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