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The Elf on the Shelf readies for Christmas ever

The Elf on the Shelf readies for Christmas ever

With less than five months to go until families across the world welcome The Elf on the Shelf back into their homes in the run up to Christmas, Rocket Licensing, the property’s licensing agent in the UK and Eire, predicts the brand’s best year ever following a phenomenal 2019. With Google Trends (May 2020) revealing that The Elf on the Shelf had significantly more searches in the UK last Christmas than its brand rivals, the stage is set for the fun-loving Scout Elf to continue capturing the nation’s imaginations as a festive favourite.

From 2017 to 2019, The Elf on the Shelf®saw a 50 per cent growth in UK sales, with The Elf on the Shelf: A Christmas Tradition box set averaging a 40 per cent growth on Amazon, and the Claus Couture accessories seeing an incredible 500 per cent growth from 2018. Overall, there are now over 2,500 adoption centres (stockists) for The Elf on the Shelf in the UK.

Brand partnerships executed last Christmas helped put The Elf of the Shelf in front of consumers in a range of ways, including via animated specials from Universal. An Elf’s Story was the top Christmas DVD title in the UK in 2019, while the newly released Elf Pets: A Fox Cub’s Christmas Tale ranked third. For the second year running, the The Elf on the Shelf entered homes on millions of cereal boxes in one of Kellogg’s most successful Christmas co-branded promotions ever, and greeted visitors to Hyde Park’s Winter Wonderland.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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