Celebrating 20 Years of Elftastical Stories!

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An illustration of a boy Scout Elf bursting out of a wrapped Christmas present with golden ribbon flying about. There is also a festive branch in the background. These illustrations are from the collection celebrating the 20th anniversary of The Elf on The Shelf®!
An illustration of a boy Scout Elf bursting out of a wrapped Christmas present with golden ribbon flying about. There is also a festive branch in the background. These illustrations are from the collection celebrating the 20th anniversary of The Elf on The Shelf®!
An illustration of a girl Scout Elf posing alongside a festive branch and an ornament, surrounded by an interlacing, golden ribbon. These illustrations are from the collection celebrating the 20th anniversary of The Elf on The Shelf®!
An illustration of a girl Scout Elf posing alongside a festive branch and an ornament, surrounded by an interlacing, golden ribbon. These illustrations are from the collection celebrating the 20th anniversary of The Elf on The Shelf®!

Welcome to The Lumistella Company

Where the World’s Largest Christmas Brands Come to Life

What we do

Create Joyful Family Moments

Our purpose is simple – to create joyful moments around the world. Through fantastical stories, imaginative play and memory-making experiences, we bring the magic of belief and tradition to life.

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A delightful collage showcasing children enjoying fun moments with their Frost Pips, Noorah Book and Plush, and the Elf on the Shelf. This also features an image of a child being handed a Bogie plush by the hands of Santa Claus.
Christa, Carol, and Chanda enthusiastically present The Elf on the Shelf boxset in front of the Macy's Thanksgiving Day Parade elf balloon embodying a festive and joyful moment.

WHO WE ARE

Innovative Storytellers

Established in 2005, The Lumistella Company is a family-owned, women-led business reaching families in 25 countries across five continents. From humble beginnings, our globally beloved stories, characters, and traditions inspire fans worldwide and have earned top honors in publishing, toys, and entertainment. Our exceptional team is committed to elevating Christmas celebrations and enriching family time throughout the year.

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A collage of children interacting with The Elf on the Shelf, Elf Pets, SnoBiggie, Bogies, Elf Mates, and Noorah products.

Our Portfolio of Brands

We are home to Santaverse™ – the official source for stories from the enchanted world of Santa Claus. Our portfolio includes beloved brands such as Santa’s iconic The Elf on the Shelf® Scout Elf, the endearing Elf Pets® collection; Elf Mates®, the North Pole’s year-round, playable “champions of kindness”; Santa’s magical arctic fox, Noorah™; the official toy testers of the North Pole, SnoBiggie™ yetis, and more. Santaverse is brimming with the beloved brands families embrace for year-round entertainment and joy.

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Our Recent News

Launching Today: The Elf on the Shelf® Santaverse® Expands with Epic Middle-Grade Novel, ‘The Rise of Nicholas the Noble’
The Lumistella Company Unveils Additional Brand Partnerships to Power 20th Anniversary Milestone Ahead of Licensing Expo 2025
The Lumistella Company Kicks off Celebrations for the 20th Anniversary of The Elf on the Shelf® at New York Toy Fair

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Our Social Responsibility

As an entrepreneurial, family-owned enterprise, we are guided by our core values: Family, Integrity, Respect, and Excellence. With a commitment to being responsible corporate citizens, we strive to make a positive impact, ensuring that our growth and success also bring goodness to the world around us.

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Our Partnerships

Strategic Collaborations

Our global portfolio of brands comes to life through like-minded licensing and brand partnerships in a broad assortment of products, experiences and entertainment, designed to delight and extend the reach of the joyful moments we create.

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A McDonald's Happy Meal box featuring a Scout Elf and The Elf on the Shelf logo. The McDonald's logo is laid overtop the image. A Scout Elf peeking in a cake shaped like a gift box filled with cookies in front of a Christmas Tree. The Food Network logo is laid overtop the image. An end cap shelf displaying The Elf on the Shelf and Elf Pets licensed decor. The At Home logo is laid overtop the image. A Scout Elf popping out from inside a The Elf on the Shelf Sugar Cookie Cereal box covered in cereal pieces. The Kellogg's logo is laid overtop the image.

Join our Team

Operating globally from our headquarters in Atlanta, Georgia, we thrive on creativity and curiosity. If you bring diverse experiences, innovation and strategic thinking to the table, you’ll fit right in our dynamic and fast-paced environment.

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