Elf on the Shelf licensed in Australia and New Zealand

Australia’s Merchantwise Licensing has been appointed by The Lumistella Company as the Australian and New Zealand licensing agent for the global brand sensation, The Elf on the Shelf. 

Building upon the brand’s presence in the two countries, Merchantwise Licensing has secured licensing partners Mitch Dowd for apparel, Hinkler Books for novelty publishing and Park Avenue Foods for novelty confectionery and Australia Post for collectibles.

Launching in time for Christmas, Mitch Dowd’s themed The Elf on the Shelf sleepwear and outwear apparel for infants and kids will launch in Australian retailer, Best & Less with a dedicated in-store marketing campaign and PR outreach.  Furthering their support of the brand in store, Best & Less will retail for the very first time The Elf On The Shelf: A Christmas Tradition box set and Plushee Pals Huggable plush through local distribution arm, Product Management Group Group Pty Ltd (PMG).

Mitch Dowd will also launch at Australian retailer, BIG W a range of specially packaged The Elf on the Shelf pyjamas for the entire family.

Hinkler Books will release three novelty publishing products into Kmart in Australia and New Zealand for the Christmas season including Mess Free Colour Burst, Magic Ink Pictures and an Activity Kit.  Also launching in Kmart in Australia will be a number of novelty The Elf on the Shelf® confectionery products from Park Avenue Foods including a Surprise Advent Calendar, a Decorate Own Cookie House and Candy Container.

In New Zealand, Park Avenue Foods will launch an Advent Calendar for Countdown NZ.

The Elf on the Shelf licensing festivities will also extend to a Collectible Stamp Pack and Postal Numatic Cover with Australia Post in November and event partner, The Entertainment Store will secure character appearances and events throughout December.

The ScentreGroup will continue its partnership with The Elf on the Shelf for 2020 with a range of fun branded craft activities, 12 days of hide and seek Facebook competition and photo moments at Westfield shopping centres across Australia.

Since publishing the best-selling Christmas tradition, The Elf on the Shelf: A Christmas Tradition in 2005, The Lumistella Company has evolved into an international consumer product, immersive experience and entertainment content company that taps into the love of tradition at Christmastime to bring Santa’s magical North Pole to life.

With over 50 licensees around the world and the brand expanding into new categories, The Elf on the Shelf: A Christmas Tradition tells the story of how Santa’s Scout Elves help to manage his official Nice List. The Scout Elves’ job is to watch during the day and report to Santa every night.  Upon returning from their nightly journeys, they hide and wait for children to find them!

“Like children all over the world, Aussie and Kiwi kids eagerly anticipate the Christmas season to enjoy The Elf on the Shelf® experience with their family and friends so we are thrilled to be representing The Lumistella Company’s The Elf on the Shelf brand in Australia and New Zealand.  Together with Mitch Dowd, Hinkler Books and Park Avenue Foods as well as our other partners we very much look forward to launching these first licensed products to market and their great success,” said Merchantwise Licensing’s General Manager – Licensing, Kerryn McCormack.