Experience Santaverse™

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 Elves; Elf Pets®, Santa’s cuddly helpers; Elf Mates®, the North Pole’s year-round, playable “champions of kindness”; the mystical and extraordinary Noorah®, Santa’s magical arctic fox; SnoBiggie™ yetis, the official toy testers of the North Pole, and more. Santaverse is brimming with the beloved brands families embrace for holiday and year-round entertainment and joy.

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Girl and Boy Elves with the The Elf on the Shelf logo above their heads
Noorah's head with Noorah logo above her head
Elf Pets Reindeer, Saint Bernard, and Fox Cub with Elf Pets logo above their heads
Elf Mates Chef, Cobbler, and Toy Maker with the Elf Mates logo above their heads
SnoBiggie waving with SnoBiggie logo above his head
3 Bogies with the Bogie logo above their heads

Santa’s Official Scout Elves

The Elf on the Shelf®

Our flagship brand, The Elf on the Shelf, stars Santa’s Scout Elf helpers — the authentic and original Christmas elves —the one-and-only crew trusted by Santa to serve as his eyes and ears around the world in the weeks leading up to Christmas.

As the only elves Santa approved to help manage his Nice List, Santa’s Scout Elf helpers fly to and from the North Pole each night of the Christmas season, engaging their adoptive families in a daily game of hide-and seek. Never naughty and always nice, The Elf on the Shelf Scout Elf helpers create joyful moments and bring good cheer to families around the globe.

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Collage of the 3D animated Scout Elves, a Scout Elf doll reading a mini The Elf on the Shelf Tradition storybook surrounded by a teddy bear plush reading a mini The Night Before Christmas storybook, and an Elf Pets Reindeer reading a mini Elf Pets Reindeer Tradition storybook, and a child sitting on a sofa reading The Elf on the Shelf Tradition storybook while a boy Scout Elf looks over his shoulder
Collage of the 3D animated Extraordinary Noorah, the Extraordinary Noorah plush, and 2 children reading the Extraordinary Noorah storybook while holding the matching plush. Overtop of the middle of the collage is the Noorah logo.

Santa’s Magical Arctic Fox

Noorah®

Our Noorah® brand spotlights a star among arctic foxes, Noorah, who was the first to spark the great glow of the northern lights with her tail, pausing time and protecting Santa’s sleigh each Christmas Eve.

Noorah products appeal to children and their fascination with the origins of the North Pole, and the brand’s story supports belief in the enchanted magic of Christmas for all ages.

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Santa’s Cuddly Helpers

Elf Pets®

The Lumistella Company’s popular Elf Pets brand incorporates some of Santa’s furry year-round helpers, like reindeer, Saint Bernards and arctic foxes, who also play special roles in keeping Santa on schedule as he delivers presents each Christmas Eve.

When Santa’s Elf Pets pals venture into homes around the world to snuggle and play with children, they answer some of the North Pole’s biggest questions, like, “How does Santa’s sleigh fly?” or “What makes the North Pole magical?” or “How can Santa travel the whole world in one night?”

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Collage of the 3D animated Elf Pets Arctic Fox, Reindeer and Saint Bernard, an Arctic Fox plush sitting in a magical snowscape with conifer trees and the Northern Lights overhead, and two children playing with an Elf Pets Reindeer and Elf Pets Saint Bernard on the floor
Collage of the 3D animated Elf Mates, a close up of a child holding all three Elf Mate products, and an Elf Mate sitting next to a bath tub atop a red bath mat with a rubber ducky and towel draped over his shoulder.

Santa’s Champions of Kindness

Elf Mates®

Featuring year-round kindness elves, whose hands-on playtime adventures encourage children to make the world a better place, our Elf Mates brand includes cobblers, chefs and toy makers with special philanthropic missions to share good cheer and goodwill.

These forest elves have partnered with Santa for thousands of years to perform kind deeds that benefit others, and through creative and imaginative play and design-thinking, they show us it’s always better to give than receive.

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Official Toy Testers

SnoBiggie™

The imaginatively playful yetis of Santa’s North Pole are the VIPs of our popular SnoBiggie brand. As Santa’s expert toy testers, these North Pole pals show how the power of play and a positive heart can inspire even the most unlikely of friendships.

The most unabominable polar pals ever, the SnoBiggie yetis are good friends to Santa’s Scout Elf helpers and love to pass on good cheer to others. Funny and friendly, every giggle fills their own hearts with Christmas cheer.

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Collage of the 3D animated SnoBiggie, the Little Grunt plush, and 2 children reading the Little Grunt storybook while holding the matching plush
Collage of the 3D animated Bogies, all 4 Bogie plushes, and a green Bogie sitting on top of the Bogie Hideout Surprise product

Forever Friends

Bogie™

The sweet and clever cuties from our Bogie brand hail from the forests of the North Pole and adore small spaces like nooks and crannies, caves and hollowed-out trees. They are known as the North Pole’s most loyal friends—even the Big Man in Red has a best Bogie buddy!

With a penchant for harmless mischief and a playful nature that can result in silly surprises, these zippy zoomers are known for finding you … and becoming your forever friend!

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Brand Statistics

31 Million Plus Scout Elf, Elf Pets and Elf Mates Adopted Globally Since 2005. Boy and girl Scout Elves, Elf Mates, and Elf Pets standing at the bottom.
White text that reads Ranked Number 5 Out of the Fastest Growing Large Dolls and Accessories over a blue background. Following the text is the Circana logo. A boy and girl Scout Elf are at the bottom.
White text that reads 100 Plus Global Licensees over a teal background. Scout Elves, Santa, Elf Pets Reindeer, and the Elf Mates Cobbler are at the bottom.
White text that reads Number 1 Toy on Amazon in December 2023 over a purple background. 2 boy Scout Elves and a girl Scout Elf standing at the bottom. There is a note that this stat is from the Amazon Best Seller List for Toys and Games starting November 29th of 2023 until current.
White text that reads Available for Streaming on Netflix in 75 plus Countries over a blue background. An Elf Pets Arctic Fox Cub and Saint Bernard are at the bottom.
White text that reads Distributed in 44,000 Plus Stores Across 29 Countries over a blue background. Noorah is at the bottom lifting her tail up.
White text that reads 20 Years Celebrating The Elf on the Shelf Santaversary in 2025 over a purple background. Scout Elves and Santa are at the bottom.
White text that reads 8 and a Half Million Worldwide Fans and Followers Across Owned Social Media Channels over a blue background. Little Grunt and a Bogie are at the bottom.
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31 Million Plus Scout Elf, Elf Pets and Elf Mates Adopted Globally Since 2005. Boy and girl Scout Elves, Elf Mates, and Elf Pets standing at the bottom.
White text that reads Ranked Number 5 Out of the Fastest Growing Large Dolls and Accessories over a blue background. Following the text is the Circana logo. A boy and girl Scout Elf are at the bottom.
White text that reads 100 Plus Global Licensees over a teal background. Scout Elves, Santa, Elf Pets Reindeer, and the Elf Mates Cobbler are at the bottom.
White text that reads Number 1 Toy on Amazon in December 2023 over a purple background. 2 boy Scout Elves and a girl Scout Elf standing at the bottom. There is a note that this stat is from the Amazon Best Seller List for Toys and Games starting November 29th of 2023 until current.
White text that reads Available for Streaming on Netflix in 75 plus Countries over a blue background. An Elf Pets Arctic Fox Cub and Saint Bernard are at the bottom.
White text that reads Distributed in 44,000 Plus Stores Across 29 Countries over a blue background. Noorah is at the bottom lifting her tail up.
White text that reads 20 Years Celebrating The Elf on the Shelf Santaversary in 2025 over a purple background. Scout Elves and Santa are at the bottom.
White text that reads 8 and a Half Million Worldwide Fans and Followers Across Owned Social Media Channels over a blue background. Little Grunt and a Bogie are at the bottom.
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Visit the Elf on the Shelf Blog

Looking to know more about The Elf on the Shelf and their friends? Click below to learn how to use them in your traditions.

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