Rocket Licensing has been appointed by the US-based licensor CCA and B to develop and manage the UK and Eire licensing for Elf on the Shelf.
Under the new partnership, Rocket will look to harness the licensing potential of the brand with a focus on gifting, Christmas decorations, apparel, social stationery, homewares, food and confectionery, partyware and more.
New licensees across games and puzzles and accessories will also be scouted adding to the already successful range from the likes of Dreamtex and Design Group.
Initial licensing announcements are expected to drop soon, with the first phase of product launches expected to take place in AW 2018, in time for Christmas and will land in conjunction with news surrounding a new TV placement for the Elf on the Shelf movies.
The Elf on the Shelf: A Christmas Tradition has already been a ‘huge commercial success in the US,’ selling more than 12 million box sets to date. The festive brand has gone on to inspire an animated film, a website with interactive games and activities, a social media following of more than 2.4 million and a handful of successful apps.
CCA an B has also developed the Elf Pets brand, a successful series of books that each come with their own featured pet plush. Elf Pets: A Saint Bernard Tradition and Elf Pets: A Reindeer Tradition have exceeded one and a half million units sales since launch.
Rob Wijeratna, join managing director of Rocket Licensing, said: “The phenomenal success of The Elf on the Shelf book and Scout Elf has, not surprisingly, inspired strong demand for related products here in the UK and Eire.
“This is the perfect brand for Christmas product and gifting and we have already received a hugely positive response to the brand from potential UK retailers and licensees.”