Mills Entertainment Takes The Elf on the Shelf On Tour

As families begin to wave goodbye to their elves for the year, Mills Entertainment and Creatively Classic Activities & Books partnered for the next evolution of The Elf on the Shelf tradition. The Elf on the Shelf—A Christmas Musical will bring the Scout Elves to the live stage for the first time ever in a musical and premiere stage production expected to debut next November.

The show promises “an exclusive invitation to Santa’s North Pole” and “a glimpse into the magical lives of Scout Elves.”

Tour dates for the musical will be announced and on sale next summer, with the creative team and further details to be revealed in the months ahead.

Originally published in 2005, The Elf on the Shelf: A Christmas Tradition continues to be a merchandising machine, with more products and media tie-ins launched each holiday season. The latest spin-off, Elf Pets: Santa’s St. Bernards Save Christmas is an animated special offered on DVD exclusively at Target this year.

Mills Entertainment’s most recent live production is a national tour for American Girl Live, which kicked-off its inaugural season this month.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.