The Elf on the Shelf® phenomenon continues to go from strength to strength. In fact, 2019 sales-to-date show an uplift of 63% year-on-year for The Elf on the Shelf®: A Christmas Tradition box set.

Already a Christmas tradition in homes across the world, the brand has enjoyed further success as a licensed brand with a promotional partner this year.

The Elf on the Shelf® Day at Winter Wonderland returned for 2019 in London’s Hyde Park.

On 1 December, families enjoyed activities such as scavenger hunts, crafts, giveaways, movie time, costume characters and more. There was also the chance to adopt a Scout Elf™ at the official Scout Elf Adoption Centre.

Attendees redeemed hundreds of scavenger hunt prizes while children had their photo taken with The Elf on the Shelf® and Elf Pets® mascots.

The pop-up Adoption Centre will continue to run at the popular London attraction until 6 January. It offers a range of core products as well as licensed products.

These include the Bumper Activity Book from Hachette; the Annual from Little Brother Books; We Love The Elf on the Shelf® magazine from Signature Publishing; foil balloons from Amscan; and a blanket from Dreamtex.

Rocket Licensing has now secured 17 key licensees for The Elf on the Shelf® property.

These span across the apparel, publishing, home textiles, food gifting and social stationery categories, amongst others.

A new deal with Rachel Lowe Ltd. sees a board game, puzzles and card game launching for Christmas 2020, while confectionery and health and beauty deals are also in the pipeline.

This hive of activity has also earned a vast amount of press and influencer coverage over recent weeks. Celebrity fans taking to their social media feeds to share ideas for the well-loved elf include the Beckhams and Ayda Williams.

Rocket Licensing expects an even larger year for the brand in 2020.

This includes strong support from retail and plans to target wider categories including accessories and Christmas decorations.

Rob Wijeratna, joint MD of Rocket Licensing, says: “2019 has been another incredible year for The Elf on the Shelf®. Consumers have truly embraced the character and everything about him into their annual Christmas experience.

“The promotions with key partners and new consumer products have extended the consumer experience of the brand and helped strengthen their love for it. We are already working on some really exciting plans to make Christmas 2020 the biggest yet for The Elf on the Shelf®.”