Licensees Focus


28 Oct - 2019

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The wonder of the North Pole will be brought to families with the help of Kellogg’s and Hyde Park Winter Wonderland for the 2019 Christmas season

The Elf on the Shelf®, the brand based on the timeless story of Santa’s magical Scout Elves, is to continue its successful partnerships for the second year running with Kellogg’s, one of the world’s best-loved breakfast brands, and Hyde Park Winter Wonderland, London’s spectacular Christmas destination.

The announcement that two major promotional partners are continuing their association with The Elf on the Shelf® is perhaps not surprising. The Elf on the Shelf® has established itself as the premier family-friendly brand associated with children at Christmastime. Following the massive retail and licensing success of the timeless story of Santa’s official Scout Elves, who visit homes around the world to help Santa manage his nice list, The Elf on the Shelf® has established itself as a modern Christmas tradition for many families across the UK – and is building a powerful presence both at retail and on social media.

The Elf on the Shelf® brand is again being 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 nearly 972 prize packs each valued at £80, and families will have the chance to win The Elf on the Shelf® Exclusive Prize package, which includes The Elf on the Shelf®: A Christmas Tradition box set (containing a hardbound storybook and Scout Elf™), An Elf’s Story and Elf Pets: Santa’s St. Bernards Save Christmas Dual pack DVD and more. The 2019 promotion, supported by extensive advertising and marketing, began on 1 October 2019 and runs to 20 December 2019.

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 including a scavenger hunt, crafts, giveaways, movie time, and more. There will also be an Official The Elf on the Shelf® Adoption Centre – where you can adopt your very own Scout Elf™ and Elf Pets®!

A surge in UK licenses in the run-up to Christmas 2019 has confirmed that this high awareness of the brand is translating into strong consumer demand across multiple categories, including apparel, publishing, food gifting, homewares and even Christmas crackers. The arrival of a brand-new style guide with new UK-specific assets is expected to add to an expanding UK licensee list, targeting categories that include Christmas decorations, accessories and toiletries, and helping to ensure that Christmas 2019 will be the biggest one yet for the brand.

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, entertainment partner Universal, and independent licensing company Rocket Licensing, which highlighted the brand at BLE recently.

Charlie Donaldson, Joint Managing Director of Rocket Licensing, 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!”

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