The company behind The Elf on the Shelf plans to introduce new characters and more content ahead of its 20th anniversary in 2025. We recently caught up with The Lumistella Company for some insight into what’s on the way.
THE TOY BOOK: HOW DID THE COMPANY’S FOCUS ON STORYTELLING HELP IT EVOLVE?
The Lumistella Company: The Lumistella Company began with a focus on tradition and storytelling that connects families and children to the core values of Christmas and the magic of Santa’s North Pole. Home to the world’s most beloved Christmas brands, our characters and stories come to life through consumer products, original entertainment, and brand experiences. The wonder and excitement children feel doesn’t end with the Christmas season, and the company is expanding its storytelling to give audiences new ways to immerse themselves in the enchanted world of Santa Claus through innovative products and strategic partnerships across music, publishing, entertainment, food, and more.
TB: HOW WILL THE PARTNERSHIP WITH HARPERCOLLINS HELP GROW YOUR BRANDS?
TLC: Nearly a dozen titles across a variety of formats are being developed in collaboration with HarperCollins Children’s Books, with the first The Elf on the Shelf character and universe-themed books out now. Upcoming stories for readers of all levels include a vibrant sticker and activity book, a deluxe storybook with bonus incentives, and more. The publishing program features familiar and new characters from Santa’s enchanted North Pole, and in the year ahead will introduce readers to a fantastical world beyond The Elf on the Shelf brand through an origin story developed by [Co-CEO] Chanda A. Bell.
TB: HOW WILL EXTRAORDINARY NOORAH’S STORY EXPAND?
TLC: Fans may recognize Noorah from The Lumistella Company’s Elf Pets: A Fox Cub’s Christmas Tale special on Netflix. Her story is just beginning — Extraordinary Noorah: Santa’s Magical Arctic Fox, a beautifully illustrated 32-page storybook will be published by The Lumistella Company this fall. The tale follows Noorah, who feels quite ordinary, until she discovers she can spark the northern lights and pause time with a swish of her tail, helping Santa travel the entire world in one night. Additional Noorah product offerings this year include an Extraordinary Noorah Plush and Extraordinary Noorah Action Figure Set and the release of a music video on the official The Elf on the Shelf YouTube channel. Noorah’s story, accompanied by entertainment and, products will give fans a sneak peek into the enchanted world of Santa Claus, which will continue to be revealed in the months ahead.
TB: WHAT CAN YOU TELL US ABOUT THE BOGIE CHARACTER?
TLC: The Lumistella Company’s fantastical world beyond The Elf on the Shelf brand of characters introduces new magical North Pole creatures like the playful Bogie character, a loyal protector of Christmas spirit. From the forest regions of Santa’s universe, Bogie characters are harmless, mischievous, and sweet companions who show [kids] that North Pole humor and delight are always in season. These enchanted creatures provide an exciting new glimpse into Santa’s universe through collectible, playable toys and entertaining content for audiences of all ages.
TB: WHAT ARE SOME KEY AREAS OF FOCUS OVER THE NEXT 3-5 YEARS?
TLC: As the company broadens its global reach and evolves its stories, [our] mission of bringing the enchanted world of Santa Claus to families everywhere remains unchanged. The publishing partnership with HarperCollins and the original content development partnership with Netflix allows [us] to further introduce both classic and new characters and stories and continue to expand [our] global presence.
A version of this feature was originally published in the 2023 Toy Fair 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!
