The Elf on the Shelf phenomenon continues to go from strength to strength, as impressive 2019 sales to date show an uplift of 63% year on year for The Elf on the Shelf: A Christmas Tradition box set.
The brand has enjoyed further success as a licensed property with a promotional partner this year.
CCA and B – the brand owner of The Elf on the Shelf – collaborated with Kellogg’s for a second year to feature the cheeky character on six million cereal boxes from October 1 to December 20.
The partnership also included a competition to win one of nearly 1,000 prizes, each valued at £80, as well as the top prize of an exclusive The Elf on the Shelf prize package. The campaign has had over half a million entries and is 60,000 entries past last year’s grand total. Moreover, during one week in November, the promotion had over 96,000 entries, which is the highest number of entries ever for a Kellogg’s UK promotion.
In addition, The Elf on the Shelf Day at Winter Wonderland also returned this year to London’s Hyde Park. Activities included scavenger hunts, crafts, giveaways, movie time, costume characters, plus the chance to adopt a Scout Elf at the official Scout Elf Adoption Centre. The goofy bags given out on the media day also featured activity pages from Hachette and balloons from Amscan.
The pop-up Adoption Centre continues to run at the attraction through to January 6, 2020. It offers a range of core products, as well as licensed products, including the Bumper Activity Book from Hachette, the Annual from Little Brother Books, We Love The Elf on the Shelf magazine from Signature Publishing, foil balloons from Amscan and a blanket from Dreamtex.
Rocket Licensing has now secured 17 key licensees for The Elf on the Shelf across apparel, publishing, home textiles, food gifting and social stationery categories among others.
A new deal with Rachel Lowe will see a board game, puzzles and card game launching for Christmas 2020, while confectionery and health and beauty deals are also in the pipeline.
“2019 has been another incredible year for The Elf on the Shelf,” said Rob Wijeratna, joint md at Rocket Licensing. “Consumers have truly embraced the character and everything about him into their annual Christmas experience.
“The promotions with key partners, and new consumer products have extended the consumer experience of the brand and helped strengthen their love for it, and we are already working on some really exciting plans to make Christmas 2020 the biggest yet for The Elf on the Shelf.”
