The company behind The Elf on the Shelf: A Christmas Tradition is looking to expand from being a publishing and consumer products company into a global intellectual property (IP) company.

Creatively Classic Activities and Books LLC (CCA and B) created two executive positions in an effort to “foster the organizational change necessary to support this progression.”

Michael Champion assumes the role of president while Regan Holroyd will serve as the company’s chief administrative officer. Both joined the company in 2012. The duo will work with founders and co-CEOs Christa Pitts and Chanda Bell to fulfill the company’s vision of “expanding the joy of Santa’s North Pole to families worldwide.”

“We are no longer a company whose focus is solely on a book about a magical Scout Elf, but one focused on an entire North Pole universe filled with a cast of characters with endless stories to be told,” says Pitts.

Champion will continue in his role as chief legal officer and will continue to manage the brand protection teams. Champion is a foundational member of the Toy Industry Association’s Steering Committee on IP rights, where he has been instrumental in helping the organization formulate policy positions on key IP issues for members.

Holroyd most recently served as vice president of human resources. She has been responsible for directing the administrative functions of the business, including philanthropy, and most recently was tasked with direct oversight of five internal departments, and was appointed chairperson for the company’s leadership team.