“The Elf on the Shelf will be the hottest brand this Christmas,” as new children’s publishing slate is planned

Hachette Children’s Group has acquired The Elf on the Shelf Bumper Activity Book ready to publish this October under its Orchard Books division.

The deal was one brokered by Rocket Licensing with Group Licensing director, Katie Price for the UK and Ireland.

The Elf on the Shelf is a successful brand in the US, with a growing UK audience. Since its launch in 2005, there have been over 12 million The Elf on the Shelf: A Christmas Tradition box sets sold around the world, and it was the number one Christmas toy in 2017 on Amazon.co.uk.

“The Elf on the Shelf is going to be the hottest brand this Christmas and we are delighted to partner with Rocket Licensing on the bumper activity book. The Elf on the Shelf is a tradition for many families to create festive anticipation, and our fun and interactive bumper activity book will keep the kids occupied – and create special memories – during the countdown to Christmas.”

Rob Wijeratna, joint managing director at Rocket Licensing, added: “It has been fantastic to partner with Hachette on this wonderful activity book that perfectly encapsulates the fun and festive appeal of the brand.

“Hachette is one of a number of new partners for The ELfo on the Shelf this year and we are excited to continue to harness the brand’s huge potential in the UK.”

The Elf on the Shelf Bumper Activity Book will feature games, puzzles, colouring and over 150 stickers.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. 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 robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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