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Promotional activity and Rocket Licensing’s partnerships help expand sales

The Elf on the Shelf® phenomenon continues to go from strength to strength, as impressive 2019 sales-to-date show an uplift of an enormous 63 per cent year on year for The Elf on the Shelf®: A Christmas tradition box set.

Promotional activity and Rocket Licensing’s partnerships help expand sales: Image 1 Already a Christmas tradition in homes across the world, the brand has enjoyed further success as a licensed brand with a promotional partner this year, helping cement its place in the hearts of children during the festive period.

CCA & B, LLC is the brand owner of The Elf on the Shelf® and collaborated with Kellogg's for a second year to feature the cheeky character on six million cereal boxes from October 1st to December 20th. The partnership also included a competition to win one of nearly 1,000 prizes, each valued at £80, as well as the top prize of an exclusive The Elf on the Shelf® prize package.

The campaign has had more than half a million entries and is 60,000 entries past last year's grand total. Moreover, during one week in November, the promotion had over 96,000 entries, which is the highest number of entries ever for a Kellogg's UK promotion. The Elf on the Shelf® Day at Winter Wonderland also returned this year in London's Hyde Park.

On December 1st, families enjoyed activities such as scavenger hunts, crafts, giveaways, movie time, costume characters and more, as well as the chance to adopt their own Scout Elf at the official Scout Elf Adoption Centre. Attendees redeemed hundreds of scavenger hunt prizes and children loved having their photo taken with The Elf on the Shelf® and Elf Pets® mascots. The goody bags given out on the media day featured activity pages from Hachette and balloons from Amscan.

The pop-up Adoption Centre continues to run at the popular London attraction through till January 6th and offers a range of core products, as well as licensed products, including the Bumper Activity Book from Hachette, the Annual from Little Brother Books, We Love The Elf on the Shelf® magazine from Signature Publishing, foil balloons from Amscan, and a blanket from Dreamtex.

Rocket Licensing has now secured 17 key licensees for The Elf on the Shelf® property across the apparel, publishing, home textiles, food gifting and social stationery categories, among others. A new deal with Rachel Lowe Ltd will see a board game, puzzles and card game launching for Christmas 2020, while confectionery and health and beauty deals are also in the pipeline. This hive of elf activity has earned a vast amount of press and influencer coverage over recent weeks, with celebrity fans taking to their social media feeds to share The Elf on the Shelf® ideas, including the Beckhams and Ayda Williams.

Rocket Licensing expects an even larger year for the well-loved elf in 2020 with strong support from retail and plans to target wider categories including accessories and Christmas decorations.

Rob Wijeratna, Joint MD of Rocket Licensing, comments: "2019 has been another incredible year for The Elf on the Shelf®. Consumers have truly embraced the character and everything about him into their annual Christmas experience. The promotions with key partners, and new consumer products have extended the consumer experience of the brand and helped strengthen their love for it, and we are already working on some really exciting plans to make Christmas 2020 the biggest yet for The Elf on the Shelf®."

For more information, please visit www.rocketlicensing.com.