The Elf on the Shelf team moves to become global kids’ brand under new banner The Lumistella Company

CCA and B, LLC, the outfit best known for its perennial best-seller, The Elf on the Shelf: A Christmas Tradition and Elf Pets has undergone a corporate rebrand to The Lumistella Company to better reflect the firm’s status as a global children’s brand in line with the company’s vision and mission.

Sticking closely to the lore of the North Pole that has to date provided much success for the group, Lumistella is the name given to an ancient and magical Christmas comet. The comet is recognised as the origin source of Christmas magic and all of the characters who make Santa’s North Pole their home, including The Elf on the Shelf.

The name Lumistella is also now a symbol of the essence of the company’s ethos, to remind fans and employees to ‘constantly look for the spirit of Christmas.’

“Many incorrectly believe that The Elf on the Shelf is our official company name, so updating our corporate identity to The Lumistella Company reflects a bigger world of brands and characters,” said founder and co-CEO Chanda Bell. “The North Pole is a magical universe with endless stories and enchanted characters, all centred around the virtues of faith, hope and love. Our new corporate name effectively captures the true essence of our brand identity and accurately portrays our vision as we head into the future.”

The rebrand also reflects the company’s strategic reorganization from that of a consumer products company into a global intellectual property company with three distinct areas of focus, encompassing immersive experiences, entertainment-based content and consumer products.

Each business unit is actively engaged in building strategic partnerships with best-in-class studios, publishers, music firms, product companies, agencies and live entertainment production companies.

“As we celebrate our 15-year anniversary of The Elf on the Shelf, we are well poised to grow beyond consumer products, giving children of all ages a behind-the-scenes glimpse into Santa’s full world,” added founder and co-CEO Christa Pitts. “The Lumistella Company is a name which reflects our evolution as a corporation and better positions us as the go-to authority on all things Santa Claus at Christmastime and beyond.”

Capitalizing on the new direction, the company recently unveiled a whole new immersive kid’s website:  On the site, kids can explore and play more than 20 interactive games and activities.

“It’s the virtual world of Santa Claus that kids have been waiting for,” noted president Mike Champion. “There is plenty more to come, and we hope our fans will stay tuned for a number of exciting announcements related to our brands this year.”

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About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, 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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