Licensing Opportunities

Licensing Partnerships

The Lumistella Company is the official source for the stories of Santa’s North Pole. Home to The Elf on the Shelf, Elf Pets, and Elf Mates brands, the company distributes a global portfolio of intellectual property through consumer products, brand experiences and entertainment designed to create joyful family moments. Through our brand partnerships, we aim to bring to life an extension of our North Pole universe and share the stories globally.

Brand Overviews

the Elf on the Shelf - a Christmas tradition

Santa’s Official Scout Elves

Children around the world adore the tradition of a Scout Elf – one of Santa’s most trusted helpers. Scout Elves sometimes hide in new spots around the house, creating a delightful game of Christmas hide-and-seek.

Learn More

elf Pets

Santa’s Cuddly Helpers

Santa’s North Pole is filled with magical creatures like the Elf Pets®, who help to ensure the North Pole is always magical. Elf Pets® also venture from the North Pole to homes around the world to build human faith, hope and love, the essential ingredients of Christmas Spirit.

Learn More

Elf Mates

Santa’s Champions of Kindness

The Elf Mates® are Santa’s special friends from a mystical forest region in the North Pole. These forest elves, whose deeds are always rooted in kindness, have partnered with Santa for thousands of years as toy makers, cobblers, and chefs.

Learn More

Brand Resources

Picture displaying brand resources like character cards and brand sheets

Explore our brand sheets, character cards, and more information about The Lumistella Company.

Explore Resources

Santa’s North Pole Facts

25.5 Million+ Scout Elves, Elf Pets and Elf Mates have been adopted globally since 2005
26 thousand plus Santa-approved adoption centers at retailers in 24 countries
and 5 continents
Nearly 1 in 3 parents who are aware of The Elf on the Shelf branded character adopt the tradition
4th best selling children's book of the last 25 years
8.5 Million plus worldwide social fans and followers across owned social media channels
6 billion plus media impressions in 2022
75 plus global licensees across key categories
873K minutes of gameplay for The Scout Elf Games App created for 2022 UK McDonald's partnership
  1. Source: Independent study commissioned by CCA and B, LLC dba The Lumistella Company and conducted by Beano Brain. Nov 2022 – Feb 2023.  US based.
  2. Source: “Here are the top 10 children’s books.” USA TODAY, Mar. 1, 2019.
  3. Source: Provided by McDonald’s and The Marketing Store, London.

Location-Based Experiences & Promotional Partnerships

Kellogg's Hot Cocoa Cereal with Scout Elf
Kellogg's Logo

Kellogg’s® continued its successful five-year partnership with The Lumistella Company’s The Elf on the Shelf® IP with expanded product offerings in 2022. Customers flocked to retailers to purchase one of three branded Kellogg’s® The Elf on the Shelf® breakfast cereals, along with three branded snacks, Kellogg’s® Froot Loops® Jumbo Snax featuring Scout Elves; Kellogg’s® The Elf on the Shelf® Pop-Tarts® Bites; and Kellogg’s® The Elf on the Shelf® Nutri-Grain® Bites. Mega Size boxes of cereal at Walmart featured an on-pack promotion, offering a free The Elf on the Shelf® Secret SnoPrize with purchase, and sold out. The cereal was the #1 seasonal cereal brand, and Sugar Cookie was the #1 winter holiday flavor. The partnership was supported by a robust campaign including a branded webpage, promotion website, retail and social advertising, influencers, PR and more!

Kellogg's cereal with Scout Elf


2022 will mark the fifth year The Elf on the Shelf® will create a magical experience at 40+ locations at Westfield Malls in Australia and New Zealand. In the past two seasons, the multi-dimensional experience has received 100% scores from the Westfield Mall brand teams for resonating strongly with customers. Plus, last season, 16 of Westfield Malls’ national retailers rated it as the highest performing retailer engagement and integration. Families have incorporated the Westfield Mall experience within their Christmastime traditions and look forward to interacting with The Elf on the Shelf® through a “12 Days of Hide-and-Seek” social competition, craft activities (in-person and take-home kits), Santa and mascot photo opportunities, select in-store activations, digital (app, website) content and more!


McDonald’s Happy Meal® 2022 holiday promotion in 1,600 UK and Ireland locations. Customers received one of ten plush character toys from Santa’s North Pole or one of two themed books with their Happy Meal®. Campaign components included an animated TV commercial, in-restaurant floor and tablet games, drive-thru activity pack, digital and social support, and more. Customers purchased 12.5 million Happy Meals during the five-week promotion. Licensing agents for this partnership were Rocket Licensing and The Marketing Store, London.

McDonald's Happy Meal ad and app

Girl and Mom holding scavenger hunt booklet with Tanger Outlets logo

The Elf on the Shelf Scavenger Hunt at Tanger® Outlets, a first-of-its-kind two-month outdoor experience, combined playful clues, fun activities, prizes and a 24-page customized booklet for each of the 34 mall locations. Eye-popping banners, posters, window clings and floor decals guided participants throughout the mall footprint. Social pages, partner influencers and paid social saw overwhelming positive feedback, and local media drove awareness through on-air, on-site and online content. In addition, this experience’s heartwarming appeal brought out the Christmas spirit as Good Samaritans ensured underserved children and elementary classrooms participated in this activity. With 40,000 visitors completing the challenge, this branded experience was one of the most successful national licensed marketing concepts for Tanger Malls during the holiday season.

Become a Partner

The Lumistella Company seeks partners with an existing portfolio, a history of working with global IP character brands, established distribution channels, strong relationships with retailers, and alignment with our company values and beliefs.

If you would like to become a partner, please submit the required information listed below to Helen Bransfield, Executive Director, Licensing, at helen@lumistella.com and our Licensing team will be in touch.

  • Information required:
    • Contact name and email address
    • Company name and web address
    • Territory
    • Products or promotion of interest and description
    • Top retailers or distribution channels
    • Other current character IPs currently within portfolio

Follow Us

Facebook logo
Instagram logo
Pinterest logo
Twitter logo
Youtube logo
LinkedIn logo