The Elf on the Shelf builds licensing roster as brand ‘enjoys increased retail demand’ in the UK and Ireland

The Elf on the Shelf team has told ToyNews of a significant increased retail distribution and demand across the UK and Ireland, following a 20 per cent year on year increase in sales in 2017.

Now in its 10th year, the brand has seen ‘a new level of investment in The Elf on the Shelf range from retail partners,’ with major co-branded consumer events already confirmed for November and December.

Elf on the Shelf has also entered a vast number of new licensing deals through its licensing agent Rocket Licensing, that will see a robust franchise built around the popular Christmas toy. This includes apparel and gifting among others.

It has also entered into a major partnership with the breakfast brand Kellogg’s and is releasing a long awaited animated sequel featuring characters from both The Elf on the Shelf and Elf Pets brands.

Meanwhile, for 2018 The Elf on the Shelf is joining forces with the UK home entertainment distributor Universal DreamWorks to launch a new animated special Elf Pets: Santa’s St Bernards Save Christmas which will be premiered at a special VIP screening in London later this year.

Chanda Bell, founder and co-CEO of The Elf on the Shelf, said: “We are so thrilled with the extent to which consumers in the UK and Ireland have gravitated towards the Elf on the Shelf brand, with many families making it a time-honoured tradition in their home.

“Retailers, our business partners and especially our fans are attracted to our family-friendly values, entertaining content and the way we bring the magic of the North Pole to life.”

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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