The Lumistella Company — the powerhouse behind the globally cherished Santaverse™ and The Elf on the Shelf® tradition — today unveiled a bold slate of new licensing partnerships, marking 20 enchanting years of sparking joyful, lasting holiday memories for families around the world. Ahead of Licensing Expo 2025 in Las Vegas, NV, the company is expanding its footprint across key categories, bringing fans a dynamic mix of immersive experiences, crave-worthy collaborations and innovative products.