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Further partners sign up for The Elf on the Shelf

Danilo, Kimm & Miller, Dennicci, Smiffys among new partners for brand.

Rocket Licensing is continuing to add partners and product for the fast growing The Elf on the Shelf property.

The brand – based on the timeless story of Santa’s magical Scout Elves – has enjoyed a surge in UK licensees in the run up to Christmas 2019.

New licensees have been signed across a number of major categories including food gifting, publishing, babywear, dress-up, Christmas crackers and cards, with product hitting retail in Q4.

Latest partners on board include Danilo (greeting cards, gift wrap and bags – including Christmas cards including personalised and sound cards); Kimm & Miller (food gifting); Paul Dennicci (babywear); Smiffys (dress-up); Signature Publishing (one-off magazine); Little Brother Books (2020 annual); and RMS International (Christmas crackers).

“With seven new partners – and more on the way – the number of The Elf on the Shelf licensees has nearly doubled in less than a year,” said Rob Wijeratna, joint md of Rocket Licensing. “This engaging and entertaining property has captured the imagination of kids and families in the UK, just as it did in the US, and is certain to attract even more high-quality partners in the coming months.”

Christa Pitts, founder and co-ceo of The Elf on the Shelf, added: “The news that many more The Elf on the Shelf licensees have come on board in the UK and Ireland, and that existing licensees are developing new product, underlines the enormous international appeal of this magical brand.

“We’re looking forward to welcoming even more partners in the run-up to what promises to be an amazing Christmas for The Elf on the Shelf and its millions of fans.”

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