In 2020, the company celebrated its 15th anniversary and rebranded to The Lumistella Company to better reflect its growing portfolio of intellectual property through products, entertainment and experiences. Netflix soon announced a partnership to bring the company’s animated specials to its streaming platform, along with the production of original series and film projects designed for family audiences. With this shift, the Christmas season also brought a brand-new experiential holiday light show in Los Angeles, The Elf on the Shelf’s Magical Holiday Journey, where guests participated in a narrative adventure to help the Scout Elves save Christmas. A third animated special from Scout Elf Productions™, Elf Pets: Santa’s Reindeer Rescue, was released, answering the ages-old question of how Santa’s sleigh can fly. Merry Movie Night was introduced as a nationwide Christmas celebration for fans to gather virtually for games, trivia and concurrent viewing of An Elf’s Story and Elf Pets: Santa’s Reindeer Rescue specials on the Netflix platform. In the literary space, The Elf on the Shelf’s Night Before Christmas story book retold Clement C. Moore’s classic Christmas story with an elfishly clever twist, and a humorous “Night Before Christmas” music video, featured on YouTube, counted 7.1 million views within the first 12 weeks. In addition, a virtual 3D gaming site was relaunched with enhanced features and character interaction, providing fans with the opportunity to experience Santa’s North Pole firsthand. Continuing its steady international growth, the company’s global footprint expanded into Spain, Germany, Austria and Malta.