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Christmas 2020 a Busy Season for Kid’s Book Character ‘Elf on the Shelf’

The wildly popular Elf on the Shelf book is gaining more traction in international markets this year, as Merchantwise Licensing has snapped up rights to the 14 million copy bestseller.

As well, Kellogs is again bringing out an Elf on the Shelf cereal for the holiday season, and Netflix inked a deal to bring to bring the blue-eyed elf to its streaming service.

The Elf on the Shelf by Carol V. Aebersold, Chanda A. Bell, and illustrated by Coe Steinwart has been a seasonal hit since it was first published in 2005. The book tells a Christmas-themed story about elves visiting children from Thanksgiving to Christmas Eve, and reporting back to their boss Santa Claus on who’s been naughty and who’s been nice. The book comes in a keepsake box with a hardcover picture book and a small elf doll.

Merchantwise announced Oct. 22, 2020 that it has been appointed by The Lumistella Company as the Australian and New Zealand licensing agent for The Elf on the Shelf. Merchantwise has secured licensing partners Mitch Dowd for children’s clothing, Hinkler Books for publishing, Park Avenue Foods for novelty confectionary, and Australia Post for collectibles.

“Like children all over the world, Aussie and Kiwi kids eagerly anticipate the Christmas season to enjoy The Elf on the Shelf experience with their family and friends so we are thrilled to be representing The Lumistella Company’s ‘The Elf on the Shelf brand in Australia and New Zealand,” says Kerryn McCormack, general manager, licensing, Merchantwise Licensing. “Together with Mitch Dowd, Hinkler Books and Park Avenue Foods as well as our other partners we very much look forward to launching these first licensed products to market and their great success.”

The news follows an announcement by the Kellogg Company that it will launch a new Christmas breakfast tradition, ‘The Elf on the Shelf® Vanilla Candy Cane Cookie Cereal, the newest “Official Cereal of the North Pole.’

“The Elf on the Shelf® has captured the hearts of millions of families,” said Erin Storm, senior marketing director of Kellogg All Family Cereal. “Our new The Elf on the Shelf® Vanilla Candy Cane Cookie Cereal encourages families to bring the magic of the holiday season to the breakfast table, whether it’s by enjoying a spoonful of Candy Cane Cookie, Sugar Cookie or a combination of both.”

The Elf on the Shelf® Vanilla Candy Cane Cookie Cereal will be sold exclusively at Walmart, while Kellogg’s The Elf on the Shelf® Sugar Cookie Cereal returns to stores nationwide and online.

Both limited-edition products are available at Walmart while supplies last at a suggested retail price of $5.69 for a 12.2-ounce box, and Sugar Cookie is available at retailers nationwide for $3.99 for an 8.1-ounce box.

As if that weren’t enough, the tireless Elf is also preparing for some major screen time on Netflix.

As part of the agreement Netflix will air two existing animated short films, those being Elf Pets: Santa’s Reindeer Rescue and Elf Pets: A Fox Cub’s Christmas Tale, but the streaming giant is also producing additional live action and animated content for Christmas 2020.

Lumistella is a unique brand company that, in their own words, has a mission to “Tap into the magic of believing and love of tradition at Christmastime by creating Christmas characters, stories and lore through consumer products, immersive experiences and entertainment-based content.”

The company continues to be managed by Carol Aebersold and her daughter/co-author Chanda Bell, and by twin daughter Christa Pitts.

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