Signature Publishing continues festive offering with two Elf on the Shelf special magazines 

Following a successful year which saw the now annual issue of We Love the Elf on the Shelfmagazine shortlisted at the 2021 Licensing Awards, Signature Publishing is launching two new specials devoted to the much-loved festive icon.

Lumistella’s The Elf on the Shelf has become a global phenomenon with 14.5 million Santa’s Scout Elves adopted by families worldwide since 2005, and the brand – managed by Rocket Licensing – firmly establishing itself as a family tradition in the UK. With huge momentum behind the brand, and high demand for new and innovative products that capture the magic, Signature Publishing is publishing two official magazines for fans.

“We are absolutely delighted to continue our highly successful relationship with Rocket Licensing and The Lumistella Company, working together on The Elf on the Shelf,” says Signature’s Managing Director, Danny Morris. “Not just because of the impressive sales the magazines have, and will continue to generate, but also because we absolutely adore the brand and the added excitement it brings to so many children in the lead-up to Christmas. It’s so rewarding for everyone involved to be a part of this tradition, using the magazine to extend the brand for existing fans while marketing it to a whole new audience.”

Signature Publishing’s changing theme magazines WE LOVE and COLOUR IT! provide the ideal vehicles for publishing special issues of The Elf on The Shelf. In WE LOVE The Elf on the Shelf, readers can immerse themselves fully in the brand with puzzles, games, makes and competitions. The magazine also comes with a cracker with four surprise gifts inside, plus a snow globe set to decorate. Meanwhile, COLOUR IT! The Elf on the Shelf magazine provides a creative offering with 36 pages of colouring and craft. The magazine also comes with a colouring set, where readers can design and hang their own bauble.

WE LOVE The Elf on the Shelf is on sale 4 November 2021 and COLOUR IT! The Elf on the Shelf on 17 November 2021. Both magazines are priced at £5.99 and are available to buy at all good supermarkets and newsagents.

Other magazines in Signature’s growing portfolio include; TRANSFORMERS and TRANSFORMERS RESCUE BOTS ACADEMY published under license from Hasbro. GO JETTERS published under license from BBC Studios. SPIRIT RIDING FREE and TROLLS under license from NBC Universal. SUPER WINGS, published under license from Alpha Group. POLLY POCKET, published under license from Mattel. Plus DINO FUN!, PETS2COLLECT, DINOSAUR ACTION!FANTASTIC! FUNWORLDSO MAGICAL! and ADVENTURES WITH. 









Rachel Lowe launches The Elf on the Shelf Board Game through Rocket Licensing deal

Award-winning board game designer Rachel Lowe has partnered with The Lumistella Company to bring its flagship property, The Elf on the Shelf to the traditional board gaming space in time for Christmas. The move acts to cement Elf on the Shelf as part of the festive tradition for families across the UK.

In a deal brokered by the UK licensing agency, Rocket Licensing, Rachel Lowe’s official The Elf on the Shelf Board Game plays out the story of Scout Elves who fly back to the North Pole each night to report to Santa who has been naughty and who has been nice. Nice players are rewarded with Candy Canes, while naughty ones lose their candy cane collection.

Designed as a family-friendly title, the games sees player take turns on the spinner to determine their naughty of nice fate, as well as face challenges along the way, including Snowball Fights to collect an extra candy cane. The player with the most candy canes wins the game.

The game is released alongside The Elf on the Shelf Snap Card Game depicting Scout Elves.

Rachel Lowe said: “I love Christmas and I am absolutely delighted to be working with The Elf on the Shelf to create a range of products that any child will love to have this Christmas.

“Every year parents come up with elaborate and funny activities for their elves which they share on social media. I’m really excited to be able to contribute to this Christmas tradition which is such a big part of families’ festive holidays.”

The Elf on the Shelf launched in the UK in 2015 and quickly became a family favourite. Rocket Licensing, which manages the licensing rights for The Elf on the Shelf brand in the UK and Eire, has already predicted that 2020 will be the biggest Christmas ever for the property, which started life as a book and Scout Elf in 2005.

In a recent survey, over half of mums had top of mind awareness of the loveable elf, which also ranked as the third most popular Christmas tradition for children (2019 MMR survey).

The Elf on the Shelf Board Game is available alongside Rachel’s current range, including Call the Midwife and WWE: Road to WrestleMania.

The WWE: Road to WrestleMania board game, released in 2019, is available with a 500-piece puzzle and playing cardsallowing WWE fans across the UK to become part of the electrifying global pop-cultural event. The products featured WWE Superstars including John Cena, Roman Reigns, Seth Rollins and Becky Lynch and have been popular with WWE’s passionate fanbase.

The Call the Midwife products (board game, puzzle and playing cards) have continued to be popular in their third year of release.

Rachel said: “Call the Midwife is a show with a dedicated following and the new series next year, along with the Christmas special, will be very popular. I will be looking to update the game and puzzle to keep it in line with the new characters and story lines coming in future series.”

The Elf on the Shelf team channels the spirit of Christmas in new corporate branding The Lumistella Company

CCA and B, LLC, the outfit best known for its perennial best-seller, The Elf on the Shelf: A Christmas Tradition and Elf Pets has undergone a corporate rebrand to The Lumistella Company to better reflect the firm’s status as a global children’s brand in line with the company’s vision and mission.

Sticking closely to the lore of the North Pole that has to date provided much success for the group, Lumistella is the name given to an ancient and magical Christmas comet. The comet is recognised as the origin source of Christmas magic and all of the characters who make Santa’s North Pole their home, including The Elf on the Shelf.

The name Lumistella is also now a symbol of the essence of the company’s ethos, to remind fans and employees to ‘constantly look for the spirit of Christmas.’

“Many incorrectly believe that The Elf on the Shelf is our official company name, so updating our corporate identity to The Lumistella Company reflects a bigger world of brands and characters,” said founder and co-CEO Chanda Bell. “The North Pole is a magical universe with endless stories and enchanted characters, all centred 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 rebrand also reflects the company’s strategic reorganization from that of a consumer products company into a global intellectual property company with three distinct areas of focus, encompassing immersive experiences, entertainment-based content and consumer products.

Each business unit is actively engaged in building strategic partnerships with best-in-class studios, publishers, music firms, product companies, agencies and live entertainment production companies.

“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,” added founder and co-CEO Christa Pitts. “The Lumistella Company is a name which reflects our evolution as a corporation and better positions us as the go-to authority on all things Santa Claus at Christmastime and beyond.”

Capitalizing on the new direction, the company recently unveiled a whole new immersive kid’s website:  On the site, kids can explore and play more than 20 interactive games and activities.

“It’s the virtual world of Santa Claus that kids have been waiting for,” noted president Mike Champion. “There is plenty more to come, and we hope our fans will stay tuned for a number of exciting announcements related to our brands this year.”

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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.