North Pole Press Room

Welcome to the North Pole Press Room, where you can find important news about The Lumistella Company and its brands, including The Elf on the Shelf, Elf Pets and Elf Mates.

If you need more information or would like to schedule an interview, please contact us as follows:

Santa’s North Pole Facts

25.5 million Scout Elves, Elf Pets® and Elf Mates® have been adopted globally since 2005
24 countries in 5 continents with Scout Elf Adoption Centers
8.5 million plus worldwide social fans and followers across owned social media channels
75+ global licensees across key categories
November 22nd Scout Elf Return Week begins and Santa's Scout Elves start arriving at homes all over the world
New for 2023: highlighted by the exciting Extraordinary Noorah collection and accessory items like the Polar Props kit

Corporate Press Materials

corporate press release link
Corporate Press Releases
North Pole Overview PDF Download
North Pole Overview One Sheet
2023 multibrand stat sheet thumbnail
Company Highlights Sheets
Company story video thumbnail
Company Story Video
Executive Bios and Headshots
Founder Bios and Headshots
Netflix Announcement
Netflix Announcement
“Kids love their elves, and they want to tell you everything about them…
It’s so innocent and magical, you can’t help but smile”

Business Insider | December 2023

“Lumistella has transcended its humble roots”

Entrepreneur | December 2021 

“The whole purpose of the company is to make joyful family moments.”

– Good Day Atlanta | 2023 

“Christmastime IP giant”

Entrepreneur | December 2021

“Turning a Family Tradition Into a Holiday Marketing Juggernaut”

Adweek | December 2021

Consumer Products

2021 Elf Ideas
Elf Ideas
MagiFreez Products
MagiFreez® Product Video
video thumbnail for the 2022 products playlist
New Products Video Playlist
Elftastrophe Book Trailer
Elftastrophe Book Trailer
Elf Pets Product Sheet
Elf Pets® Product One Sheet

Latest Elf on the Shelf Videos

Composite of 3 YouTube video thumbnails

Visit our official YouTube channel to watch our latest video content.

Visit Channel