The Elf on the Shelf lineup | Source: The Lumistella Co/the Toy Book

Magic coming from the North Pole isn’t limited to just the holiday season.

The Toy Book caught up with The Lumistella Co. President Mike Champion about how the company has grown from being a holiday tradition to offering products and experiences that are relevant all year long.

“The privilege of being invited into homes to share in family traditions and to become a treasured part of family memories is something we do not take for granted,” Champion says. “We are excited to continue to innovate new stories and engaging ways for fans to experience the magic and goodwill of Santa’s North Pole.”

Toy Book: The Lumistella Co. started off as a seasonal company 16 years ago. How did the company get its start and how did you transition it to be a player in the toy industry?
Mike Champion: In 2005, the company began as a start-up publisher when sisters Chanda Bell and Christa Pitts and their mom, Carol Aebersold, fulfilled a dream to share their cherished family tradition with the world. This tradition, which included a book and an elf in a box set, was titled, “The Elf on the Shelf: A Christmas Tradition.” After many years of steady, strategic growth, the company evolved from a start-up selling one product at local craft shows to an IP company offering hundreds of products, brand experiences, and entertainment across well over a dozen countries. 

In 2020, the company began doing business as The Lumistella Co., a name that better reflects the company’s status as a beloved global children’s brand and aligns with its corporate vision and mission. Under that vision and mission, The Lumistella Co. is dedicated to bringing Santa’s North Pole to life for families around the world through consumer products, entertainment, and brand experiences. Because all our characters’ stories center around virtues like faith, hope, and love, our company values and our vision for the future are at the forefront of all we do.

The Elf on the Shelf MagiFreez Cocoa to Go | Source: The Lumistella Co.

What is The Lumistella Co.’s global reach?
MC: Global expansion has continued to be a core focus for the company to bring our stories and products to families around the world. This includes distribution in more than 26,000 “Scout Elf Adoption Centers” in 17 countries and 5 continents. We have partnered with distributors and licensing agents to extend the reach of our North Pole universe. Additionally, we announced a global partnership with Netflix for original films, and we have produced and distributed animated specials in six countries. Moreover, we have begun to leverage the immense opportunities e-commerce has provided to expand beyond brick-and-mortar retail. As a result of this strategic focus on international growth, the company has doubled international expansion and the number of countries over the past three years. This pace will continue.  

Related: The Creators of The Elf on the the Shelf Rebrand as The Lumistella Co.

How does being both a female-led and family-owned company influence your business’ core values?
MC: Since founding the company 17 years ago, our core values (family, integrity, respect, and excellence — or F.I.R.E.) have been instrumental in creating a company culture of creativity, collaboration, and growth. We find these corporate traits have sparked great innovation and energy. As a female-owned company, we also value diversity among our workforce, and this is reflected in our team of almost 100 employees from a variety of backgrounds and cultures. Despite the company’s significant growth, we continue to prioritize and foster our family-like culture, by providing systems of support that contribute to the well-being of every employee at work, while also honoring their time and commitments to their own families. We are also deeply committed to supporting other female entrepreneurs and empowering women in the workplace.

The Elf on the Shelf Elf Pets Multipack | Source: The Lumistella Co.

How has The Lumistella Co. grown from being a holiday tradition to offering products and experiences that are relevant all year long?
MC: As a natural extension of our storytelling, we have established strong partnerships with leading companies like Netflix, where our animated specials stream year-round, and Roblox, where families can participate in epic snowball fights or even a battle royale, any day of the year. In addition, families can visit Santa and the Scout Elves anytime for games, puzzles, and videos, at our very own website, santasnorthpole.com. And don’t forget that our cuddly Elf Pets and kind Elf Mates are year-round pals, meant to be hugged, loved, and played with every month of the year! The magic and goodwill of the North Pole, just like the characters that dwell within it, exist 365 days a year and there is an entire universe of adventures and stories for children to explore. The Lumistella Co. will continue to bring these rich stories to families across the globe and the products and experiences associated with them will resonate throughout the year

What details can you share about upcoming animated content coming to Netflix that is based on your brand portfolio?
MC: The global partnership deal with Netflix will result in original productions featuring IP from The Lumistella Co.’s entire portfolio of brands. We can expect to see our Scout Elf, Elf Pets, Elf Mates, and more characters from our North Pole universe come to life through multiple formats of content. In the coming years, we look forward to premiering family-friendly series and films to entertain audiences around the world.

What live experiences does The Lumistella Co. have in store for the upcoming year?
MC: The Lumistella Co. is approached year-round to incorporate our portfolio of brands and characters into live experiences as we have become synonymous with Christmas and an iconic representation of family tradition during the holidays. Fans can engage with us through The Elf on the Shelf: A Christmas Musical, which was a 30-city tour during the 2021 season and will continue to expand its tour dates in 2022. Our immersive theater experience, The Elf on the Shelf’s Magical Holiday Journey, in Los Angeles and Dallas in 2021, will continue to be a popular destination for those looking for a one-of-a-kind interactive experience in which adults and children can talk with Santa’s Scout Elves and help them achieve a very special Christmas mission. In addition, in the U.S., Panama, Costa Rica, and Australia, we continue to delight audiences with unique mall experiences that include scavenger hunts, mascot photo opportunities, and larger-than-life installations featuring our beloved characters. We will continue to grow these opportunities for families to interact with us in the coming year!   

The Elf on the Shelf Merry Guess-mas Card Game | Source: The Lumistella Co.

Tell us about what The Lumistella Co. has planned for its consumer products division in 2022.
MC: We will introduce several new products in 2022, including two adorable new MagiFreez outfits that help Scout Elves stand on their own in the human world. These outfits with cheerful accessories expand the line of magical standing gear for Scout Elves that debuted this past season in 2021. With MagiFreez Rainbow Snow Pixie, Scout Elves will stand tall and sparkle all season long. The MagiFreez Cocoa to Go outfit allows Scout Elves to serve up sweet surprises when they return this holiday season.

We are also introducing new family-friendly games to make holiday game night a blast.

  • Merry Guess-mas Card Game: Stack up presents in this easy, fast-paced card game full of giggles and gifts as teams try to guess their way to the win.
  • Tangled Twistmas: Light up game night with this card game with a twist. Match colored lights side to side to create a complete strand without getting the Scout Elf all tangled in knots.
  • Down the Chimney Dice and Card Game: Roll the dice for a gift-collecting good time! Who will be the first to collect everything on their Christmas list? Match pictures on cards and dice to win.
  • Peppermint Pick Up: Pass the peppermint, please! There’s nothing elves love more than sweet swirly candy. Pick up the peppermints one by one. Careful not to drop one or you’ll lose your turn. Build the longest peppermint chain to win!

About the author

Maddie Michalik

Maddie Michalik

Maddie Michalik was the Editor-in-Chief of The Toy Book from 2020-2022. She was also a Senior Editor at The Toy Insider and The Pop Insider.

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