The Elf on the Shelf gears up for 10th Christmas
A decade of UK business marked with new licensed product, an animation, Kellogg's tie-in and much more
The Elf on the Shelf is gearing up for its 10th Christmas on the market, on the back of sales in 2017 that increased 20 per cent year on year.
for the 10th anniversary for The Elf on the Shelf in the UK, the company behind the brand is stepping up support for the UK’s enthusiasm for the brand. This includes launching a new range of product lines – including a number of licensed products – executing a 360° marketing strategy, activating a major partnership with breakfast brand Kellogg’s, and releasing a long awaited animated sequel, featuring characters from both The Elf on the Shelf and Elf Pets brands.
Christa Pitts, Co-CEO said: “We’re so excited for the coming festive season as the UK and Ireland are very strong markets for our brand. From independents to the high street, our retail partners are fully invested in The Elf on the Shelf range, with major co-branded consumer events already confirmed for November and December.”
For 2018, The Elf on the Shelf is joining forces with Universal DreamWorks to launch a new animated special, Elf Pets: Santa’s St. Bernards Save Christmas, which will be premiered at a special VIP screening in London later in the year. This new animation will support the brand’s seasonal DVD, An Elf’s Story.
The company is investing heavily in media and digital marketing this year, focusing on the family-friendly attributes of the brand. The Elf on the Shelf will launch a new website, and activate a comprehensive national marketing and PR campaign with a strong influencer and celebrity outreach programme, building on the social media mentions from celebrity fans seen last year from the likes of the Beckhams, Billie Faiers and Holly Willoughby. There will also be a series of nationwide retailer events, finishing with a Christmas spectacular in London, and a major TV campaign and national promotion will be implemented with Kellogg’s, as part of an exciting seasonal partnership.
The Elf on the Shelf will also increase content for a localised social media campaign, including the creation of a UK Instagram channel, local video content, and competitions specifically for fans in the UK and Ireland. Consumers will be able to join in the fun and conversation with this family-run global brand, which already has over 2.4 million social followers.
Chanda Bell, founder and co-CEO said: “We’re so thrilled with the extent to which consumers in the UK and Ireland have gravitated towards The Elf on the Shelf brand, with many families making it a time-honoured tradition in their home. 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.”