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

Source: The Lumistella Co.

The creators of The Elf on the Shelf are rebranding to expand the scope of their “North Pole universe.”

CCA and B LLC is now The Lumistella Co., named for the ancient Christmas comet that serves as the origin for the magic behind all of the characters in Santa’s North Pole in The Elf on the Shelf lore.

“Many incorrectly believe that The Elf on the Shelf is our official company name, so updating our corporate identity to The Lumistella Co. reflects a bigger world of brands and characters,” says Chanda Bell, founder and co-CEO. “The North Pole is a magical universe with endless stories and enchanted characters, all centered around the virtues of faith, hope, and love. Our new corporate name effectively captures the true essence of our brand identity and accurately portrays our vision as we head into the future.”

The company’s strategic reorganization positions it as an intellectual property company focusing on immersive experiences, entertainment, and consumer products. The company inked a deal with Creative Artists Agency (CAA) to represent its brands.

“As an agency with global reach committed to crafting precedent-setting deals and building new brands based on our ideas, interests, and opportunities, CAA is an ideal fit for our future vision,” says Christa Pitts, founder and co-CEO. “As we celebrate our 15-year anniversary of The Elf on the Shelf, we are well poised to grow beyond consumer products, giving children of all ages a behind-the-scenes glimpse into Santa’s full world.”

Alongside the rebrand, The Lumistella Co. launched Santa’s North Pole, an interactive website offering festive games and activities.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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