Nearly two decades ago, Carol Aebersold and her twin daughters, Chanda Bell and Christa Pitts, shared their cherished Christmas family tradition with the world.
Today, The Elf on the Shelf is synonymous with Christmas, and Santa’s Scout Elf is almost as iconic as the jolly mystery man himself.
According to the lore, the Scout Elf joins a family during the holiday season and reports back to the North Pole each night, letting Santa know whether the kids have been naughty or nice. The true joy comes from waking up in the morning to find out what mischief the elf has gotten themself into overnight. Unlike other familiar holiday characters, the magic lies in being able to name and adopt the elf as a member of the family, and in doing so, create precious moments to be remembered forever.
The Lumistella Company has since grown to offer hundreds of products, brand experiences, and entertainment productions, spreading the magic of the North Pole across more than a dozen countries. Having introduced additional characters to this enchanted world with Elf Mates and Elf Pets, the company continues to focus on storytelling through elf clothes, accessories, toys, games, crafts, books, action figures, and more. This fall, the company will release a number of products and supporting stories as it looks ahead to brand extensions and celebrations, including an origin story set to be published next year by HarperCollins and The Elf on the Shelf’s 20th anniversary in 2025.
The Legend of Noorah
Noorah, Santa’s magical arctic fox, has become a fan-favorite through Elf Pets books and animated specials, so an illustrated children’s book featuring her backstory, Extraordinary Noorah: Santa’s Magical Arctic Fox (left), will be released in time for the holiday season. A collection of products including a Noorah Action Figure Set (middle) and a Noorah Plush (right) will support the book’s release.
Go Beyond the North Pole With Elf Pets, Elf Mates
Kids can keep their Elf Pets happy and healthy all year long with the new Elf Pets Cheer Checkup Set (left). The new Scout Elves at Play Peppermint Train Ride (middle) offers a new route to mischief for the scout elves. Both products will be available this fall. The Sweet Spinners Advent Calendar (right) is available now and includes mini figures and a countdown to Christmas.
Visit The Lumistella Company at Licensing Expo in booth No. G196.
A version of this article was originally published in the 2023 Licensing & Entertainment Issue of The Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
