The Lumistella Company, the company behind The Elf on the Shelf, is officially launching the Santaverse, a storytelling universe that embraces holiday stories through books, toys, and more, at Toy Fair this year.
“When we started The Lumistella Company, the focus was our family’s original The Elf on The Shelf story and one trusty Scout Elf,” says Chanda Bell, Co-Founder and Co-CEO of The Lumistella Company. “However, we always knew this fantastical universe held boundless potential, and our mission was to create something truly unparalleled. Over the years, we’ve been teasing pieces of this enchanting realm through new products, stories, experiences, and partnerships. Today, the veil is lifted, and we can officially introduce Santaverse, an expanded world of stories and characters that has brought and will continue to bring so much magic and wonder to families across the globe.”
The Santaverse will feature several books, including a picture book about the origins of one of Santa’s oldest friends, the magical arctic fox Noorah, which is available now; a middle-grade novel about Santa’s origins slated to come out next fall; and a cookbook featuring Christmas recipes and ideas hosted by The Elf on the Shelf Scout Elf crew that will come out next year.
“The enchanted world of Santa Claus has never been shared in this way,” says Christa Pitts, Co-Founder and Co-CEO of The Lumistella Company. “We believe we have the most trusted, authentic, and original brands to do it. At the same time, we are beginning a very magical chapter of The Lumistella Company’s story. Our journey ahead holds new partnerships, branded entertainment, digital content, immersive experiences, new products, and exciting narratives worthy of the most enduring magic of all time. As we head into our 20th anniversary in 2025, we cannot wait to draw audiences further into Santaverse.”
The endeavor will also include a range of products featuring new characters including Bogie, furry friends from the North Pole; Frost Pips, the North Pole’s youngest elves; and Little Grunt, a yeti, along with digital content spanning interactive games, websites, music videos, social media activity, and more.
