The independent licensing company, Rocket Licensing has secured a swathe of UK agreements for The Elf on the Shelf, with new apparel and publishing launches in the run up to Christmas.
The new deals will join the property’s already successful licensing roster that includes children’s books and Scout Elf box set, The Elf on the Shelf: A Chrsitmas Tradition and more.
Aykroyds TDP Licensing Limited is planning a range of The Elf on the Shelf nightwear and underwear for children and adults, while Fashion UK and Global Licensing is obn board for daywear.
Festive t-shirts, tops and knitted sweaters will be joined by a wider line of hoodies and sweatshirts, skirts, dresses and jackets.
Roy Lowe & Sons is planning a range of The Elf on the Shelf socks for children and adults.
Also launching in Q4 is The Elf on the Shelf Bumper Activity Book from Hachette Children’s Group, one of the largest publishers in the UK. The interactive book will feature games, puzzles, colouring and over 150 stickers. Another publishing deal – this time for magazines – has been signed with special interest content and platform company Immediate Media.
Existing Te Elf on the Shelf licensees are also building the brand for Christmas 2018, as home textiles licensees Dramtex has now expanded its product range to include cushions and towels in addition to bedding.
The Elf on the Shelf: A Christmas Tradition box set has been a massive cultural and commercial success in the US, selling over 12 million units, winning toy and book awards and inspiring animated hits, a website with interactive games and activities, social media engagement and promotions, apps and licensed merchandise.
Rob Wijeratna, joint managing director of Rocket Licensing, said: “The hugely positive response we have received to The Elf on the Shelf from potential licensees and retailers has very quickly translated into significant signings and some really fantastic product entering the UK market this Christmas.
“Looking forward, we are excited to grow the licensing campaign for this timeless and unique brand even further for 2019.”