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Elf on the Shelf makes board game, puzzles, and card game move with Rachel Lowe

When the Elf on the Shelf rears its head for the festive activities, it really does begin to look a bit like Christmas, and for 2020 the popular children’s brand is making its move on the board game, puzzles, and card game category.

In a new deal with Rachel Lowe Ltd, the festive IP will launch into the games sector in time for Christmas next year. The partnership marks just one part of an entire programme of licensing activity for the brand, all set in motion by its licensing agency, Rocket Licensing.

The Elf on the Shelf phenomenon continues to go from strength to strength, as impressive 2019 sales-to-date show an uplift of an enormous 63 per cent year on year for The Elf on the Shelf: A Christmas Tradition box set.

Already a Christmas tradition in homes across the world, Elf on the Shelf has enjoyed further success as a licensed brand with a promotional partner this year, helping cement its place in the hearts of children during the festive period.

CCA and B, LLC is the brand owner of The Elf on the Shelf and 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.

The Elf on the Shelf Day at Winter Wonderland also returned this year in London’s Hyde Park. On December 1, families enjoyed activities such as scavenger hunts, crafts, giveaways, movie time, costume characters and more, as well as the chance to adopt their own Scout Elf at the official Scout Elf Adoption Centre.

Attendees redeemed hundreds of scavenger hunt prizes and children loved having their photo taken with The Elf on the Shelf and Elf Pets mascots. The goody bags given out on the media day featured activity pages from Hachette and balloons from Amscan.

The pop-up Adoption Centre continues to run at the popular London attraction through till January 6 and 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 property across the apparel, publishing, home textiles, food gifting and social stationery categories, among others. A new deal with Rachel Lowe Ltd. 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.

Rocket Licensing expects an even larger year for the well-loved elf in 2020 with strong support from retail and plans to target wider categories including accessories and Christmas decorations.

Rob Wijeratna, joint MD of Rocket Licensing, said: “2019 has been another incredible year for The Elf on the Shelf. 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.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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