Gifts Today magazine

Surge of new licences for The Elf on the Shelf

Rocket Licensing announces further partners and product for fast-growing property

New licensees have been signed across a number of major categories, including food gifting, publishing, babywear, dress-up, Christmas crackers and cards.

Danilo, a major European publisher of social stationery, is planning a range of The Elf on the Shelf greeting cards, gift wrap and bags for distribution in card shops and grocers. A range of Christmas cards, currently in development, includes personalised and sound cards and targets the whole family.

Kimm & Miller, a leading name in licensed food gifts, is planning a food gifting offering for high street retailers and grocers that includes a hot chocolate set, baking gifts and more.

Smiffy’s will also be developing The Elf on the Shelf dress-up costumes, aimed at boys and girls aged from toddler to teen. This range will be available through online retail, independents and grocers.

The publishing offering for the brand is also building. Specialist children’s magazine publisher Signature Publishing is planning a special The Elf on the Shelf issue of its We Love…format targeting girls and boys aged 4-8 years.

Combined with existing licenses, this means there will be at least 16 ‘best in class’ UK Elf on the Shelf licensees, all ready for Christmas 2019, and strongly supported by both retail promotions and marketing campaigns in the months leading up to Christmas.

Rob Wijeratna, Joint Managing Director of Rocket Licensing, says: 'This engaging and entertaining property has captured the imagination of kids and families in the UK, just as it did in the US, and is certain to attract even more high-quality partners in the coming months.'

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