Gifts Today magazine

New licences for Elf on the Shelf

Independent licensing company Rocket Licensing has secured a swathe of new UK licensing agreements for the Elves for Christmas 2018

Aykroyds TDP Licensing Limited is planning a range of The Elf on the Shelf nightwear and underwear for children and adults, while Fashion UK and Global Licensing are on board for daywear, along with Roy Lowe & Sons which is developing a range of children’s and adults’ socks. Leading children’s publisher Hachette Children’s Group has been signed for The Elf on the Shelf Bumper Activity Book, featuring games, puzzles, colouring and over 150 stickers.

Existing The Elf on the Shelf licensees are also promoting the brand for Christmas 2018, as home textiles licensee Dreamtex has now expanded its product range to include cushions and towels, in addition to bedding. IG Design Group has developed The Elf on the Shelf gift wrap and bags, while Amscan launched two The Elf on the Shelf balloons into retail in September.

This fun, festive and unique brand is also partnering with leading cereal brand Kellogg’s for an exciting promotion this year. More details will be announced closer to the start of the Christmas season. Rob Wijeratna, Joint Managing Director of Rocket Licensing, says: 'The hugely positive response we have received to The Elf on the Shelf from potential licensees and retailers has very quickly translated into significant signings and some really fantastic product entering the UK market this Christmas. All our partners really can see the benefits of this unique brand — the only elf that creates real family moments, cherished memories and traditions, and who reports directly to Santa!'

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. 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.'


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