The Lumistella Company has a lot in store for families — and retailers — this year as it shapes new lore that extends beyond the holidays.
THE TOY BOOK: WHEN WE LAST SPOKE, THE SANTAVERSE HAD JUST BEEN ANNOUNCED. HOW WILL IT UNWRAP IN 2024?
The Lumistella Company: This year, we will begin revealing The Elf on the Shelf Santaverse, the Enchanted World of Santa Claus to consumers. We will tell legendary stories and introduce never-before-seen characters, answering the questions children have asked about the mysteries and magic of Santa’s North Pole. These additions will be unveiled through a variety of different channels including product launches; partnerships with HarperCollins, Netflix, and others; a new website; and more branded digital content spanning interactive games, websites, music videos, social media activity, and more.
Through our collaboration with HarperCollins, we are thrilled about the publication of a middle-grade novel revealing the fantastical story of the origin of Santa Claus and his enchanted North Pole, arriving this fall. We will also introduce a cookbook from William Morrow/HarperCollins with Christmas recipes hosted by The Elf on the Shelf Scout Elf crew. Innovative products will launch, featuring our newest characters including Bogie, Frost Pips, and Little Grunt.
TB: HOW DOES THE SANTAVERSE ENGAGE KIDS YEAR-ROUND?
TLC: Kids are fascinated with all that takes place at the North Pole, even when it’s not the holiday season. What does Santa do the other 364 days of the year? Where do their Scout Elves live and what are their favorite activities? Where did they come from? We are excited to be the go-to for answering those questions and giving kids characters, stories, and toys that will ignite their imaginations and support their belief in the year-round magic of the North Pole.
Our YouTube channel provides animated shorts and stories, such as Scout Elf School, which reveals lessons elves learn to bring cheer to families each year. Kids will always be interested in unique characters with great stories — no matter what time of year it is.
TB: WHAT CAN YOU SHARE ABOUT THIS YEAR’S NEW PRODUCT RANGE?
TLC: We’re excited to introduce three new product lines in 2024. Santa’s clever Bogie pals are spirited creatures who come from a mountainous region of the North Pole, where they hide in nooks, crannies, and cozy tree homes. While they were launched last year as special stowaways inside the Elf Pets Official Carrier, they will have their own plush launch this year with four new colors: red, blue, yellow, and pink.
Frost Pips are the North Pole’s smallest and youngest elves, known for their playful spirit. The enchanting Frost Pips miniatures bloom at the North Pole from frost flowers. They need lots of love and care so they can grow to become Santa’s Scout Elf helpers.
Last but not least, we’re excited for our fans to meet the first in our brand new SnoBiggie line: Little Grunt, the little yeti with a big heart. Making friends can be hard, especially when you have a reputation for being abominable! But with a bit of persistence and a lot of charm, Little Grunt becomes the biggest friend of all!
TB: HOW DOES THE SANTAVERSE HELP PREPARE THE LUMISTELLA COMPANY FOR ITS 20TH ANNIVERSARY IN 2025?
TLC: As we approach our 20-year milestone, Santaverse, the Enchanted World of Santa Claus, will allow us to create more joyful moments for even more families across the globe. Santaverse will also open the door to new partnerships, branded entertainment, digital content, immersive experiences, new products, and more.
A version of this story appeared in the 2024 edition of The BIG Toy Book. Click here to read the full issue. Want a copy in print? Click here for back issues and subscription options.
