China Toy Fair


The Elf On The Shelf Picks Peanuts as Merchandise Licensing Agent

Peanuts Worldwide has been appointed the merchandise licensing agent for The Elf On The Shelf: A Christmas Tradition brand. The Elf On The Shelf: A Christmas Tradition tells the story of magical scout elves who are sent to children’s homes to watch children and report to Santa if a child has been naughty or nice. After each elf has returned from reporting at the North Pole, it can be found hiding in a different location. The activity transforms The Elf On The Shelf into a hide-and-seek game.

Each Tradition-in-a-Box comes with a scout elf, a hardbound children’s book, and keepsake box for easy storage. Peanuts Worldwide will develop a global licensing program, for children ages 0-8 years, which will initially focus on social expression, ornaments, stationery, holiday décor, gifts, interactive, confection, apparel, and accessories.