The Elf on the Shelf eyes global expansion as CCA B makes double appointment

Creatively Classic Activities and Books, the company behind the best selling The Elf on the Shelf: A Christmas Traditionthe hit animation An Elf’s Story, and a programme of consumer products, is looking to increase its global footprint with new entertainment content and immersive experiences.

In order to do so, CCA and B has welcomed Michael Champion and Regan Holyroyd to the roles of president and chief administrative officer, respectively.

Together they will work closely with the company’s founders and co-CEOs Christa Pitts and Chanda Bell to fulfil the company’s vision of expansion.

“Mike is the perfect choice to lead the company into our next chapter,” said Pitts. “We are no longer a company whose focus is solely on a book about a magical Scout Elf, but one focused on an entire North Pole universe filled with a cast of characters with endless stories to be told.”

Since joining CCA and B in 2012, Champion has been an active member of the Executive Board and the architect of innovative business and legal strategies that have taken the company from a small, family-owned organisation to a globally recognised IP company.

He has already significantly expanded the company’s global distribution network and has developed a sophisticated framework of legal protection throughout the world. Additionally, he has played a key role in the strategic planning of corporate administrative functions.

“I am thrilled and humbled to be given the opportunity to lead this organisation at such an exciting point in its trajectory and to continue this family-owned company’s legacy,” said Champion. “We want to bring heartwarming stories and family traditions to the world.  I am just honoured to be an integral part of it all.”

In addition to his new responsibilities as president, Champion will continue to directly manage the brand protection teams and maintain the role of Chief Legal Officer.

Meanwhile, Holroyd joined the company in 2012 and most recently served as vice president of Human Resources.

“Regan has built a best-in-class HR function during a period of immense growth,” Pitts, “so, the new CAO role headed by Ms. Holroyd will be essential as we develop programmes and strategic initiatives, which will align the organisation’s resources, policies and business objectives.”

During her time with the company Holroyd has been promoted from within several times. She has been responsible for directing the administrative functions of the business including philanthropy. Most recently, she was tasked with direct oversight of five internal departments and was appointed chairperson for the company’s leadership team.