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The Elf on the Shelf ready for Christmas run in

Activity will include promotion with Kellogg’s, while new licensees ready product.

The Elf on the Shelf brand is set to feature on even more shelves then usual in the run up to this Christmas.

As well as a swathe of licensing deals secured by Rocket Licensing, the brand is also teaming up with Kellogg’s for a special promotion.

Although details are being kept under wraps until closer to the start of the Christmas season, the deal goes a long way to underlining the popularity of The Elf on the Shelf within the UK market.

Last month, Rocket Licensing revealed a host of new partners for the property across multiple categories – click here to read the full story.

Chanda Bell, founder and co-ceo of The Elf on the Shelf, said: “We are so thrilled with the extent to which consumers in the UK and Ireland have gravitated towards The Elf on the Shelf brand.

“Retailers, our business partners and especially our fans are attracted to our family-friendly values, entertaining content and the way we bring the magic of the North Pole to life.”

Rob Wijeratna, joint md of Rocket Licensing, continued: “The hugely positive response we have received to The Elf on the Shelf from potential licensees and retailers has very quickly translated into significant signings and some really fantastic product entering the UK market this Christmas.

“All our partners really can see the benefits of this unique brand – the only elf that creates real family moments, cherished memories and traditions, and who reports directly to Santa.”

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