By Allison Watkinson
The Lumistella Company, Rocket Licensing and McDonald’s are launching licensed The Elf on the Shelf Happy Meals in the UK and Ireland.
The Elf on the Shelf Happy Meals will feature branded packaging, a choice of one of ten North Pole plush characters, or one of two Christmas-themed books.
“This first-ever The Elf on the Shelf Happy Meal is a wonderful collaboration that brings together these much-loved brands and characters in an exciting new campaign,” said Christa Pitts, co-CEO at The Lumistella Company. “Starring Santa’s official North Pole helpers, Scout Elves, Elf Pets and Elf Mates, this Happy Meal is sure to be a holiday hit with families at McDonald’s restaurants across the UK and Ireland.”
The Lumistella Company is a global IP company that owns several Christmas-themed brands including The Elf on the Shelf, Elf Pets, and Elf Mates. The company creates and distributes consumer products, entertainment and experiences based on these brands.
The licensing partnership was brokered by the UK-based agency, Rocket Licensing. Rocket manages licensing for Lumistella and The Elf on the Shelf brand in the UK and Ireland.
“The Elf on The Shelf brand is a memorable Christmas tradition that creates enjoyable shared family moments, cherished memories, and new holiday traditions,” said Rob Wijeratna, Joint MD at Rocket Licensing.
“This partnership with McDonald’s underlines the continuing strength of The Elf on The Shelf brand and fellow North Pole characters as an iconic Christmas brand in the UK.”
Lumistella-themed activity sheets and games are currently available online at McDonald’s Family Fun Hub and an activity pack envelope is available for drive-through restaurant visitors. Participating McDonald’s restaurants also feature a Gift Launcher table game, a Spot The Elf Pets digital floor game and two iPad app games available in selected restaurants.
The campaign will be supported by restaurant touchpoints including a cabinet displaying the licensed Happy Meal toys and books, an animated window screen, posters, balloons, and flags.
The Elf on the Shelf Happy Meal campaign features ten unique toys including four Scout Elves, three Elf Pets and three Elf Mates. Two mini-story books called Merry Christmas, It’s Your Elf and Merry Christmas, It’s Your Reindeer are also available exclusively for Happy Meals.
The Elf on the Shelf Happy Meal toys, books and in-store communications for the collaboration were designed by the customer engagement agency, The Marketing Store. The Marketing Store is a long-term partner of the McDonald’s franchise.
The licensing partnership will be supported by a marketing campaign that includes an animated TV commercial featuring Santa.
The Elf on the Shelf Happy Meals are available in all UK and Ireland McDonald’s restaurants from Nov. 16 to Dec. 20.