Elf on the Shelf: 2019 will be ‘the biggest year in UK market’ for the brand

This year is poised to be ‘the biggest year in the UK market to date’ for the popular children’s brand Elf on the Shelf, according to licensing agents Rocket Licensing, with renewed partnerships and product launches planned across major categories.

The Elf on the Shelf introduces families to the North Pole through a cast of characters that have already built a powerful presence across retail and multiple media in the UK/Eire markets and across the globe.

There may still be 100 days to go until Christmas, but already The Elf on the Shelf brand is ramping up its licensing efforts. Its partner portfolio boasts over 50 licensees globally, including 16 here in the UK. New categories being targeted this year, include Christmas decorations, accessories and toiletries.

On top of this, promotional partnerships are a strong feature of this brand and successful 2018 partnerships with Kellogg’s and Hyde Park Winter Wonderland have been renewed for 2019.

The Elf on the Shelf: A Christmas Tradition box set has seen over 13 million of Santa’s Scout Elves adopted by families worldwide since 2005, while the brand now has an estimated 2.5 million followers on social media.

According to search analytics company SpyFu, there were over one million monthly online searches of The Elf on the Shelf during the months of November and December of 2018

Rob Wijeratna, joint managing director of Rocket Licensing, said: “The fast-growing public engagement with The Elf on the Shelf online and at retail, as well as an expanding UK licensee list, underlines the extraordinary awareness that this amazing brand enjoys across the UK and globally.

“A big Christmas is on the way for The Elf on the Shelf – and we are already planning for an even bigger Christmas in 2020.”

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, which is showcasing the brand at its stand during BLE this October 1 to 3.

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@biz-media.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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