…And many more!
The Elf on the Shelf is celebrating its 20th anniversary at Toy Fair with new toys and collectibles.
Hosting its celebration at The Lumistella Company’s booth at Javits Center, fans can see the flex-and-bend posable South Elf, which includes an anniversary box set with elf-sized satin pajamas and a commemorative keepsake ornament.
Frost Pips and 24-day elf kits will return this year; they will help create an elf scene quickly. The Elftacular Year-Round Celebration Set encourages year-round fun with Scout Elves and provides outfits for holidays all year long. A limited-edition lineup includes the Official Scout Elf Carrier, complete with a roller bag, neck pillow, and passport — how else do elves arrive at Javits Center? The popular holiday collectible is joined by Razzle the Celebration Snowman, debuting under the SnoStax brand. The plush and storybook set introduces readers to collectibles and brings Santa’s world to playtime.
“What better way to honor 20 years of elftastical stories than bringing our fans the new characters, stories and products they have been asking for,” says Chanda Bell, Co-CEO of The Lumistella Company. “Our goal is to continue inspiring magical moments, fostering family connections, and expanding the world our fans cherish — making The Elf on the Shelf and its companions an enduring part of holiday celebrations for generations to come.”
Meanwhile, the Santaverse is growing with HarperPop, an imprint of HarperCollins Publishers. Middle-grade readers can learn the backstory of Santa Claus through The Rise of Nicholas the Noble, written by Bell. It is the first in a series.
Outright Games will expand the universe with The Elf on the Shelf console game, available on all major platforms. Basic Fun! will line shelves with a Lite-Brite ColorPOP starring Scout Elves, and Mattel will delight collectors with a 20th Anniversary American Girl x The Elf on the Shelf. MGA plans to provide interactive Santaverse books, while Moose Toys will offer a musical hide-and-seek game. Finally, TCG Toys will supply the universe with puzzles, advent calendars, board games, and FleXfig figures.
Toy Fair is March 1-4. See the anniversary line at booth No. 1907; learn more at lumistella.com.
