The Elf on the Shelf renews festive partnerships with Kellogg’s and Hyde Park Winter Wonderland

The popular Christmas brand, The Elf on the Shelf will be making its return this festive season, having renewed its partnerships with the breakfast brand Kelloggs and the popular London destination, Hyde Park Winter Wonderland, for the second year running.

Following its retail and licensing success so far, and for bringing the story of Santa’s official Scout Elves to homes around the world, The Elf on the Shelf is fast establishing itself as a modern Christmas tradition for many families across the UK.

On top of this, the brand is building a powerful presence both at retail and on social media.

This year will see the Elf on the Shelf brand once again featured on over six million boxes of Coco Pops, Corn Flakes and Rice Krispies in the UK and Ireland from the beginning of October. The three-month promotion in 2018 was one of the most successful Christmas co-branded promotions ever for Kellogg’s with over 450,000 entries to a three-month online contest.

This year, there are nearly 972 prize packs each valued at £80, and families will have the chance to win The Elf on the Shelf Exclusive Prize package, which includes The Elf on the Shelf: A Christmas Tradition box set (containing a hardbound storybook and Scout Elf), An Elf’s Story and Elf Pets: Santa’s St. Bernards Save Christmas Dual pack DVD.

The 2019 promotion, supported by extensive advertising and marketing, began on October 1 2019 and runs to December 20 2019.

Meanwhile, the popular Elf on the Shelf Day will also celebrate its second year at Hyde Park Winter Wonderland on December 1. The day will offer exclusive photo opportunities with both The Elf on the Shelf and Elf Pets mascots, as well as fun family activities including a scavenger hunt, crafts, giveaways, movie time, and more.

There will also be an Official The Elf on the Shelf Adoption Centre – where you can adopt your very own Scout Elf and Elf Pets.

A surge in UK licenses in the run-up to Christmas 2019 has confirmed that this high awareness of the brand is translating into strong consumer demand across multiple categories, including apparel, publishing, food gifting, homewares and even Christmas crackers.

The arrival of a brand-new style guide with new UK-specific assets is expected to add to an expanding UK licensee list, targeting categories that include Christmas decorations, accessories and toiletries, and helping to ensure that Christmas 2019 will be the biggest one yet for the brand.

The Elf on the Shelf Scout Elves are supported by a foundation of key UK brand partners, including Baby Republic, the UK distributor of The Elf on the Shelf products, entertainment partner Universal, and independent licensing company Rocket Licensing, which highlighted the brand at BLE recently.

Charlie Donaldson, joint managing director of Rocket Licensing, said: “The popularity of The Elf on the Shelf with a growing number of licensing and promotional partners underlines and enhances the extraordinary awareness that this amazing brand enjoys in the UK and around the world, and its enormous appeal to major brands. A big Christmas is on the way for The Elf on the Shelf – and an even bigger 2020.”

About Robert Hutchins

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

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