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The Elf on the Shelf brand begins countdown to Christmas

Property readying for ‘best Christmas ever’ as research confirms continued growth for festive favourite.

It may still be five months away, but preparations for Christmas have already begun for The Elf on the Shelf brand, with Rocket Licensing looking to further build its success in 2019.

Google Trends recently revealed (May 2020) that The Elf on the Shelf had significantly more searches in the UK last Christmas than its brand rivals.

From 2017 to 2019, The Elf on the Shelf saw a 50% growth in UK sales, with The Elf on the Shelf: A Christmas Tradition box set averaging a 40% growth on Amazon, and the Claus Couture accessories seeing an incredible 500% growth from 2018. Overall, there are now over 2,500 adoption centres (stockists) for The Elf on the Shelf in the UK.

Brand partnerships executed last Christmas helped put The Elf of the Shelf in front of consumers in a range of ways, including via animated specials from Universal. An Elf’s Story was the top Christmas DVD title in the UK in 2019, while the newly released Elf Pets: A Fox Cub’s Christmas Tale ranked third. For the second year running, the The Elf on the Shelf entered homes on millions of cereal boxes in one of Kellogg’s most successful Christmas co-branded promotions ever, and greeted visitors to Hyde Park’s Winter Wonderland.

In addition, Brand Tracking Research conducted by MMR on behalf of CCA and B, LLC in 2020 showed that almost one in two UK parents surveyed have top of mind awareness of the brand – second only to Santa – and half of those celebrate The Elf on the Shelf tradition. The research also showed that The Elf on the Shelf came in third in children’s top festive traditions, ahead of Christmas movies.

There are 17 UK licensing partners on board in key categories including apparel, confectionery, publishing, games and health and beauty.

Rocket Licensing is promising multiple new product categories will be launching across a wide range of retailers for Christmas 2020, in what it is hoping to make the biggest year yet for the brand.

“There is just no stopping The Elf on the Shelf in the UK,” commented Rob Wijeratna, joint md of Rocket Licensing. “The brand continues to grow every year, in every way. 2019 saw incredible results and we are confident that this year will be even better, with new partnerships, promotions and products further establishing the brand as one of the UK’s favourite family Christmas traditions.”

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